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ESSENTIAL INSIGHTS
INTO THE MIND
OF THE MARKET

A NEW APPROACH TO
UNDERSTANDING HOW—AND
WHY—CUSTOMERS BUY

espite the resources spent on market
D research, nearly 80 percent of new offerings
fail. The pattern is predictable: Customers say
they want something, companies create it, and
once it’s available, customers don't buy it.
Why? Is it because customers just don't know
what they want? Gerald Zaltman sorts ‘
through this puzzle and concludes that, f
at some level, customers do know, but
marketing's most overused tools—surveys, f
questionnaires, and focus groups—and
conventional thinking don’t dig deeply Pd
enough to help them discover and express it. |

In this mind-opening book, Zaltman argues
that 95 percent of thinking happens in our
unconscious. Therefore, unearthing your
customers' desires requires you to understand
the "mind of the market," that dynamic interplay
between the consumers’ and the marketers’
thoughts that determines the outcome of every
buying decision.

Building on research from disciplines as diverse
as neurology, sociology, literary analysis, and
cognitive science, Zaltman offers rich insights
into what happens within the complex system |
of mind, brain, body, and society as consumers
contemplate.their needs and evaluate products.

Continued on back flap

Contents

Preface

Part | Preparing for an Expedition

One

Two

A Voyage from the Familiar

A Voyage to New Frontiers

Part Il’ Understanding the Mind of the Market

Three

Four

Five

Six.

Seven

Eight

Illuminating the Mind

Consumers’ Cognitive Unconscious

Interviewing the Mind/Brain
Metaphor Elicitation
Appendix: The Metaphor-Elicitation Process

Interviewing the Mind/Brain
Response Latency and Neuroimaging

Come to Think of It

Reading the Mind of the Market

Using Consensus Maps

Memory's Fragile Power

101

111

129

7 149

165

vi | Contents
Nine Memory, Metaphor, and Stories —

Ten Stories and Brands

Part Ill Thinking Differently and Deeply |
Eleven Crowbars for Creative Thinking
Twelve Quality Questions Beget Quality Answers

Thirteen Launching a New Mind-Set

Notes
Index

Acknowledgments
About the Author

189

211

2257

263

285

291
311
319

823

Preface

Neither art nor science stands still in representing
our visible and invisible worlds. Marheting, as both art

and science, can't stand still either.

H ETER DRUCKER, arguably the leading observer of manage-
ment today, suggests that businesspeople stand on the
threshold of the “knowledge society." In this society, a company’s com-
petitive advantage will come from an historically underdeveloped asset:
the ability to capture and apply insights from diverse fields, not just
from business. Drucker notes that many CEOs of large U.S. firms who
were “appointed in the past ten years were fired as failures within a year
or two,” partly for not cultivating this asset.' Their failures ultimately
resulted from woefully flawed paradigms for navigating an increasingly
precarious environment—a situation not unlike that of the crew on the
Titanic. Indeed, most marketing managers operate from a paradigm—a
set of assumptions about how the world works—that prevents them
from understanding and serving customers effectively.

Elliot Ettenberg, chief executive officer of Customer Strategies
Worldwide LLC in New York City, summarized the current state of
affairs in a recent article published in The Economist. In Ettenbergs
words, "Everything else has been reinvented—distribution, new prod-
uct development, the supply chain. But marketing is stuck in the past."
The article argues that a far deeper and better understanding of con-
sumers is “a much harder task than describing the virtues of a product.
While consumers have.changed beyond recognition, marketing has

x | Preface

not? These changes in consumer behavior include increased skepti-
cism about business (especially marketing), more assertiveness, greater
sophistication, less loyalty to companies and individual brands, and
major concerns about privacy and security. l

The world has changed, but our methods for understanding con-
sumers have not. We keep relying on familiar but ineffective research
techniques and consequently misread consumers’ actions and thoughts.
The products and communications that we create based on those tech-
niques simply aren't connecting with consumers.

In this "knowledge-explosion epoch,” then, the limitations of our
current marketing paradigm loom ever larger. Despite the fact that
many of the assumptions underlying this paradigm characterize West-
ern thinking in particular, they undermine the quality of thinking
that informs marketing everywhere in the world. How so? Because
businesses based in non-Western cultures have adopted Western ways,

and Western firms have exported their biases to their non-Western
operations.

The Challenge of Change

So why don't we just change our paradigm? Because it takes courage
and patience to alter deeply entrenched existing paradigms. As history
has shown, people who can’t envision a different worldview often fight.
to maintain the current one. The Catholic Church, for example, couldn't
accommodate a heliocentric view of the universe, prompting Galileo to
renounce the earth’s revolving around the sun. When someone chal-
lenges our current thinking, we human beings tend to resist.* Our resist-
ance increases when the challenge forces us to reconsider not just what
we think (that is, the content of an idea) but also how we think (the
process). For example, learning that customers do not think in words
forces us not only to embrace an unfamiliar idea about the thought
process but also to think differently about communicating with cus-
tomers. Vincent P. Barabba of General Motors notes, “Managers: will
throw a lot of money at a problem before they'll ever consider having to
ud the way they think about it." Overturning a paradigm requires
changing many formal and informal assumptions, expectations, and

Preface | xi

decision-making rules that govern our thoughts and actions.” Unfortu-
nately, the phrase paradigm shift has become so clichéd that when people
utter it, they generally mean a new fad rather than a fundamental shift in
thinking patterns.

Another problem is premature dismissal. Too often, managers dis-
card sound ideas without giving them a fair hearing. This intolerance
often has roots in an unhealthy if hidden disdain for learning. In an
address to an international group of agribusiness leaders at the Harvard
Business School, Peter Brabeck-Letmathe, vice chairman and CEO of
Nestlé—a company that actively seeks to understand brain functioning
and emphasizes. organizational learning—observed that marketers
“treat personal common sense as superior to science-based knowledge
and to what the humanities have to tell us." Another CEO of a leading
global consumer products firm goes even further: “If [marketers] read
popular business magazines, they feel on top of things. They disdain
anything else. People with these attitudes would not last in any other
profession." This appraisal may seem harsh, but all of us can name dis-
dainful colleagues.

That said, resisting new ideas is actually healthy as long as we dont
do so simply because they fall outside our cognitive or emotional com-
fort zone. We must suspend our judgment about an unfamiliar idea when we
first encounter it and ask ourselves, “Would we value this idea if it were
true?” If we answer yes, then we should critically examine the merits of
the idea. The endnotes throughout this book should help readers do
just that. They provide both supportive and contrary sources about par-
ticular ideas and findings, identify the diverse domains that are relevant,
and forever change how we ask questions about customers, interpret the
answers, and use that information. The endnotes are pathways into
frontiers where different fields intersect.

The most troubling consequence of the existing paradigm has been
the artificial disconnection of mind, body, brain, and society. Though
systems theory is not new to managers, it hasn't dented their conceptu-
alization of consumer or manager behavior and how they affect one
another. Only by reconnecting the splintered pieces of their thinking
. about consumers can companies truly grasp and meet consumers' needs
more effectively—and thus survive in todays competitive and rapidly
shifting business environment.

xi | Preface

Connections among Communities

As disciplines grow, they specialize and fragment, presenting two chal-
lenges to marketers: The first challenge is to acknowledge that the dis-
tinctions made between disciplines do not reflect how people actually
live their lives. Thankfully, we human beings don't experience life the
way companies or universities delineate it. The second challenge is that
we must explore many disciplines, since the most promising knowledge
frontiers typically exist at the boundaries between fields rather than at
the fields’ respective centers.

In many ways, this book is about connections, including those
among or between:

* disciplines ranging from neuroscience and linguistics to anthro-
pology and evolutionary psychology

* new ideas and the new ways of thinking that they may require

* the unconscious and conscious mind

* managers’ and customers’ minds

* neurons and neural clusters in the brain

* mind, brain, body, and society

* the power of metaphor and its central role in thought

* the malleability of memory

* emotion and reason

* verbal and nonverbal expression

universally shared human perceptions and values

These connections reveal a consumer very different from the one many

managers imagine. To underscore the difference, the book develops sev-
eral central themes:

* Most of the thoughts and feelings that influence consumers' and
managers’ behavior occur in the unconscious mind.

Insightful analysis of consumer thought and behavior requires
an understanding of how mental activity occurs.

Consumers do not live their lives in the silo-like ways by which
universities and businesses organize themselves. zu

Preface | |. xiii

« The mind as we think of it doesn't exist in the absence of the
brain, body, and society.

« The mind of the manager (including both its unconscious and
conscious elements) and the mind of the consumer (and its
unconscious and conscious elements) interact, forming the
"mind of the market."

Our existing thought systems can accommodate change up to a
point. But when enough new insights and changes in our thinking accu-
mulate, the resulting strain demands a paradigm shift. Radically new
assumptions, expectations, and decision rules emerge, like a butterfly
morphing from a caterpillar. As in the gradual twisting of a kaleido-
scope, a multitude of small modifications eventually yields a substan-
tially different picture.

lu
i

A Quick Tour through the Book

How Customers Think is organized into three parts. Part I, Preparing for
an Expedition, begins with a frank look at the state of marketing today.
Chapter 1, A Voyage from the Familiar, examines the difficulties many
companies face in becoming customer-centric. We explore the fallacies
about customer thinking that underlie these difficulties and that mar-
keters must leave behind. Then we ready ourselves to imagine a whole
new way of “thinking about thinking’—a new marketing paradigm.

In chapter 2, A Voyage to New Frontiers, we look more closely
at the new marketing paradigm. We consider the advantages of the
interdisciplinary approach and explore the new paradigms implica-
tions. We encounter some startling realizations: For example, as much
as 95 percent of consumers’ thinking occurs in their unconscious
minds; much thinking surfaces through metaphors; consumers mem-
ories are much more malleable than we thought; and marketers’
unconscious minds influence consumers’ thinking as much as their con-
scious minds do.

The chapters in part Il, Understanding the Mind of the Market,
detail the features of the new paradigm through examples of how com-
panies today apply the paradigms principles, with remarkable results.

Xi | Preface

Connections among Communities

As disciplines grow, they specialize and fragment, presenting two chal-
lenges to marketers. The first challenge is to acknowledge that the dis-
tinctions made between disciplines do not reflect how people actually
live their lives. Thankfully, we human beings don't experience life the
way companies or universities delineate it. The second challenge is that
we must explore many disciplines, since the most promising knowledge
frontiers typically exist at the boundaries between fields rather than at
the fields’ respective centers.

In many ways, this book is about connections, including those
among or between: |

* disciplines ranging from neuroscience and linguistics to anthro-
pology and evolutionary psychology

e new ideas and the new ways of thinking that they may require

* the unconscious and conscious mind

e managers’ and customers’ minds i

* neurons and neural clusters in the brain

e mind, brain, body, and society

e the power of metaphor and its central role in thought

* the malleability of memory

* emotion and reason

e verbal and nonverbal expression

e universally shared human perceptions and values

These connections reveal a consumer very different from the one many
managers imagine. To underscore the difference, the book develops sev-
eral central themes:

e Most of the thoughts and feelings that influence consumers and
managers' behavior occur in the unconscious mind.

¢ Insightful analysis of consumer thought and behavior requires
an understanding of how mental activity occurs.

Preface | xiii

* The mind as we think of it doesn't exist in the absence of the
brain, body, and society.

* The mind of the manager (including both its unconscious and
conscious elements) and the mind of the consumer (and its
unconscious and conscious elements) interact, forming the
“mind of the market.”

A Quick Tour through the Book

How Customers Think is organized into three parts. Part 1, Preparing for
an Expedition, begins with a frank look at the state of marketing today.
Chapter 1, A Voyage from the Familiar, examines the difficulties many
companies face in becoming customer-centric. We explore the fallacies
about customer thinking that underlie these difficulties and that mar-
keters must leave behind. Then we ready ourselves to imagine a whole
new way of “thinking about thinking"—a new marketing paradigm.

In chapter 2, A Voyage to New Frontiers, we look more closely
at the new marketing paradigm. We consider the advantages of the
interdisciplinary approach and explore the new paradigms implica-
tions. We encounter some startling realizations: For example, as much
as 95 percent of consumers' thinking occurs in their unconscious
minds; much thinking surfaces through metaphors, consumers’ mem-
ories are much more malleable than we thought; and marketers'
unconscious minds influence consumers' thinking as much as their con-
Scious minds do.

The chapters in part II, Understanding the Mind of the Market,
detail the features of the new paradigm through examples of how com-
panies today apply the paradigms principles, with remarkable results.

xv | Preface

Chapter 3, Illuminating the Mind: Consumers! Cognitive Unconscious,
explains the unconscious mind and why marketers should study it. The
unconscious mind (which the conscious mind allows us to consider) is
one of the most important forces behind our decisions. It accounts for
95 percent or more of all cognition. |

Chapter 4, Interviewing the Mind/Brain: Metaphor Elicitation, dis-
cusses how to match research questions with the appropriate research
methods. The chapter spotlights metaphor. We discover how often
metaphors crop up in human communication and how vital they are
for understanding consumers deepest thoughts and feelings. Market
researchers can use innovative interviewing techniques to help con-
sumers express their thinking through metaphors. The insights gained
through these processes often remain far beyond the reach of tradi-
tional research methods. An appendix to this chapter provides more
detailed guidance about eliciting deeply held consumer thoughts and
feelings. |

Because we must answer many important questions by exploring
the unconscious mind, chapter 5, Interviewing the Mind/Brain: Re-
sponse Latency and Neuroimaging, describes two new techniques for
tapping into the unconscious mind and interpreting our findings. Still
in their infancy, response latency and neuroimaging techniques comple-
ment metaphor elicitation techniques. The chapter also discusses sev-
eral limitations of focus groups, which many managers still consider
effective for interviewing the mind.

Chapter 6, Come to Think of It, explores the nature of thought and
how conscious and unconscious cognitive processes work together. It
. addresses the importance of identifying thoughts about a topic that oth-
erwise different consumers share. We examine how thoughts bundle
together—and why those associations matter to marketers. We also dis-
cuss how consensus maps can capture the connections among con-
sumers’ thoughts and help us identify opportunities for enhancing the
effectiveness of our marketing efforts.

In chapter 7, Reading the Mind of the Market: Using Consensus
Maps, we look at the malleability of the mental models that a market
segment shares and how various marketing efforts can reshape them.
Marketers can remap these models by introducing new concepts or by

Preface | X

reinforcing or even underplaying existing ones, while also introducing
new associations among constructs or changing the strength of associa-
tions among them. We also look at how different consensus maps or
shared mental models interact with one another.

Chapter 8, Memorys Fragile Power, discusses how memory works
and emphasizes the reconstructive nature of memory. That is, con-
sumers' memories are always changing—often without their awareness.
Each time they revisit a memory, they change it, sometimes a little bit
and sometimes a lot. Marketers can affect this reconstructive process by
influencing the kinds of consumption-experience memories that con-
sumers create.

Chapter 9, Memory, Metaphor, and Stories, weaves together themes
from preceding chapters. The chapter shows how memory, metaphor,
and story connect. Memories are story-based; consumers reconstruct
them each time and use them to re-present past experiences. But memo-
ries are also metaphors; they "stand in" for other thoughts and expe-
riences. The overlap of memory, metaphor, and storytelling strongly
influences consumers' consumption experiences and behaviors. By pro-
viding particular metaphors, marketers can guide customers in weaving
their stories of past, current, and future experiences in the marketplace.
Consümers, in turn, use their own metaphors to express thoughts and
feelings about those experiences.

Chapter 10, Stories and Brands, shows how memory, metaphor,
and storytelling contribute to brand building. It demonstrates how
brands are represented by bundled constructs, or consensus maps
that filter how consumers perceive, process, and respond to market-
ing stimuli. A brand is itself a metaphor for this meaning. The chap-
ter argues that consumers and marketers cocreate these meanings,
these outcroppings of the mind of the market.

In part III, Thinking Differently and Deeply, we expand the pic-
ture beyond customers’ and consumers’ thinking. Chapter 11, Crow-
bars for Creative Thinking, shows managers ten ways to “break out of
the box” when thinking about consumers and marketing—and how
they can help their colleagues to do the same. This chapter doesn't rec-
ommend wholesale changes in thinking, but rather using temporary
alternatives when customary habits of mind fall short. Drawn from

xvi | Preface

various disciplines, the principles here can help marketers to manage
consumer relationships more effectively. ~~

Chapter 12, Quality Questions Beget Quality Answers, defe a
theme common to several of the “crowbars” in chapter 11. The theme
suggests that new ways of thinking start with better ways of asking
questions. The chapter provides eight guidelines for developing the core
research question to address, independently of the method used to in-
vestigate it. Every answer to an effective question contains the seed of
_another important question. The questions that marketers pose to con-
sumers and the way they present them greatly affect the quality of infor-
mation gathered.

Chapter 13, Launching a New Mind- set, is a caution against
slipping into “business as usual” attitudes and practices. The sinking
of the Titanic resulted from a failure to question two and a half
decades of practice. These practices, in turn, encouraged the crew to
disregard available information indicating that they should change
course. The iceberg and certain design flaws in the Titanic simply
enabled flawed thinking to wreak its toll. Similar patterns of thinking
prevail today among managers, and a similar fate awaits them if they
fail to rethink what they know about marketing. The ideas in How Cus-
tomers Thinh are a starting point for better representing the mind of the
market. Marketing managers, like any artists or scientists, should |
not hesitate to challenge those who insist on being frozen in an old
paradigm.

Sources of Insight

The ideas in this book derive from current research by leaders from.
multiple disciplines. Despite its seemingly unrelated origins, this
. knowledge is vital for understanding and managing consumer relation-
ships. While the book draws heavily on insights from many fields
beyond marketing, I selected these insights based on their relevance to
marketing practice. Four sources have especially influenced the selec-
tion of knowledge for inclusion in this book.

One source is the Mind of the Market Laboratory at the Harvard
Business School, including members of its corporate Advisory Council.

Preface | wil

The Mind of the Market Lab, which I codirect with Stephen M. Kosslyn,
a world leader in cognitive neuroscience, provided a testing ground for
many of these ideas. The Mind of the Market Lab is itself an unofficial
offspring of Harvard University’s Mind/Brain/Behavior Initiative (MBB).
MBB is an interdisciplinary group of internationally known scholars that
meets regularly to explore problems such as addiction, the meaning of
(irrationality, placebo effects, memory distortion, learning and brain
plasticity, and the impact of society on brain development. In the course
of several years of involvement in MBB and the Mind of the Market Lab,
I have benefited from interactions with some of the world's most gifted
scholars and executives.

In the same spirit, I have benefited greatly from my interaction with
graduate students in the Customer Behavior Laboratory, a course I teach
at the Harvard Business School, most recently with Professor Luc
Wathieu. In addition to sharing their early work experience and re-
sponses to new ideas, many of these students remain in touch, relating
their experiences as they apply ideas in this book in their work. They
have provided many examples of successful implementation of these
insights. They have also shared examples of the problems that can arise
when managers ignore these ideas.

A third source involves the many practitioner and academic review-
ers of various drafts of this manuscript (acknowledged individually else-
where). Their collective expertise spans all of the ideas presented here.
These individuals offered invaluable insight into which ideas to include
and which examples would best illustrate them.

A fourth source of ideas and examples comes from Olson Zaltman
Associates, led by Dr. Jerry C. Olson, a world leader in consumer psy-
chology. He and my immediate OZA colleagues and their clients have
provided me with the opportunity to apply and further develop impor-
tant ideas in a wide variety of marketing settings. The partnerships OZA
has created with forward-thinking practitioners inform many of the
insights shared in this book.

Finally, in these chapters you'll encounter certain terms borrowed
from a wide range of disciplines, and so some of their meanings may dif-
fer from common usage. The following glossary groups these terms in a
way that tells a story about consumer thinking and previews the ideas in
this book."

xviii | Preface

Glossary of Key Terms

Thinking: The use of mental processes, activities of the brain
involved in storing, recalling, or using information, or in gener- .
ating specific feelings and emotions. Also called cognition and
mental processes. For example, when a woman who was par-
ticipating in a General Mills study about nutrition noticed a
new breakfast food on her friend’s countertop, she recalled and
compared her children’s reactions to other breakfast foods
against her assessment of the new food and its manufacturer
(“They usually lead the pack”).

Thought: The outcome of thinking, conventionally called beliefs,

. attitudes, and evaluations. For example, the above thinking pro-
duced the thought in the woman's mind, “TIl try that product,"
which she expressed by saying aloud, “I'll give that a shot."
Sometimes we confuse “thinking out loud” with the actual
process of thinking and with the thoughts that we express "out
loud.” Although we may be aware of a memory or a new idea
having popped into mind, we are likely oblivious to the inter-
nal processes that yielded it. Thus, any “thinking out loud”
occurs after the fact and is almost certainly incomplete.

Conscious thought: Thoughts that we can articulate because we are
fully aware of our own existence, sensations, and cognition.
Also called the cognitive conscious mind. For example, the
womans decision to try the product was a conscious thought that
she shared with her friend. It emerged from many thoughts,
some of them conscious but most of them unconscious, such
as her favorable view of the company, her need to find more
appealing food for her children, and her willingness to take
a risk.

Unconscious thought: Thinking outcomes of which we are unaware
or vaguely aware and struggle to articulate; mental activity out-
side cotiscious awareness. Also called the cognitive uncon-
scious mind. Obviously, using our conscious mind for actions
like tying our shoelaces or chewing food would simply take too

Preface |

long; thus our unconscious mind has helped us survive and
evolve as a species.

xix

Concept: An unambiguous, sometimes abstract, internal represen-
tation that defines a meaningful grouping or categorization of

living and nonliving objects, events such as experiences, and

thoughts. We have concepts for “new product,” “family,” “chil-

dren’s food preferences,” “manufacturer of nutritious food,”
“nutrition,” “tree,” “dog,” and so on. Concepts help us inter-

pret new information and experiences and decide how to act

on them.

Construct: The label or name tag a manager or researcher gives to a
conscious or unconscious consumer thought that the manager

or researcher has identified. Marketers can use constructs to

understand consumers’ thinking and to communicate among
themselves and with consumers about products. For example,

the General Mills research and management team found that

many consumers express different versions of the thought,
“They are junk-food magnets,” when describing their chil-
dren's nutritional behaviors. This thought bundles together
three concepts: children, junk food, and attraction. The Gen-

eral Mills managers and researchers gave this thought bundle a
name—‘“negative nutrition"—a construct that they defined in
a specific way and illustrated with several quotations and sen-

sory metaphors from consumers. The team later discovered
that this construct called many other constructs to mind for
consumers. |

Neurons: Brain cells active during thinking. (Neurons do other

things as well.) Neurons receive signals from other neurons or
from sensory organs, process these signals, and often pass them

along to other neurons, muscles, or bodily organs. Thoughts

and emotions arise from the activation and interconnection of

these brain cells.

Neural cluster: A group of neurons that are activated and stimulate
each other when we think. They hold hands, so to speak. Also

called a neuronal cluster. These neural clusters produce
thoughts, labeled by constructs.

X | Preface

Neural pathway: The route followed when one neuron or group of:
neurons affects others; the connections among clusters. Every
thought has an associated neural cluster, just as every residence
has an address or every community has specific geographical
coordinates. For example, the womans thought about her kids,
“They are junk-food magnets," stems from the activation of a
particular cluster of neurons. Since different neural clusters
stimulate one another using neural pathways, the woman's
different thoughts may involve many different clusters.

Brain: The organ that houses neurons used in thinking. (Brains
also house many other functions.)

Cerebral cortex: The brain's convoluted or wrinkled surface, where
many of our mental processes occur.

Mind: The product of conscious and unconscious thinking in the
brain, produced by interactions among groups of neurons and
involving thoughts and feelings.

Mental model: A set of associated thoughts formed when neural
clusters influence each other; used to process information from
and respond to an abstract event. A mental model is like a road
map that identifies different communities and their connecting
routes. Consumers use this map whenever they encounter
something new or contemplate a decision. For example, a
study of mothers in Italy on the topic of childrens nutrition
detected connections in their thinking among the following
thoughts: being a teacher, how other mothers view them,
rewarding children, pride, their own childhood memories
about eating, and self-esteem. These associations sometimes
took on positive qualities and other times, negative ones.

Consensus map: A mental model that different people use in similar
ways or that a group of people share. A consensus map repre-
sents the convergence of consumer thinking on a common
mental model. For example, in the above study of Italian moth-
ers, individual study participants expressed more than twenty
of the same thoughts, resulting in more than twenty constructs.
Moreover, for most of the participants, each construct con-
nected to at least one of the other constructs in exactly the
same way. Since individual consumers have such remarkably

Preface | xi

similar mental models, businesses can segment markets
according to consensus maps.

Human universals: The categories of thought and action found in
every culture, regardless of how diverse, such as justice and
punishment, protecting the young, and caring for the ill. Uni-
versals include several core metaphors such as journey, bal-
ance, and transformation as well as fundamental archetypes.
Consensus maps reflect these universals for a given group or
segment, no matter how broad or narrow the groups defini-
tion. In fact, the more deeply we understand consumers who
share a common problem, the more we notice similarities
among those consumers. Furthermore, these shared common
denominators remain stable over time, making them a much
sounder basis for marketing strategy than surface-level differ-
ences.

Metaphor: The representation of one thought in terms of another.
This book uses the term broadly to include analogy, simile, and
many other nonliteral devices to convey information. For
example, the womans children arent literally “junk-food mag-
nets.” The woman was simply using the idea of a magnet to
convey certain qualities about her children’s attraction to junk
food. Metaphors are vehicles for transporting unconscious
thoughts to conscious awareness when marketers probe for the
thinking behind them. When the interviewer in this study
asked the woman to say more about the expression “a cat with
nine lives” (stimulated by a picture of the family cat that the
woman brought to the interview), she responded with com-
ments that suggested qualities of resilience, focus, determina-
tion, patience, parental obligation, the teacher role, and nurtur-
ing. All of these constructs linked to the construct “family
nutrition.” Other consumers used different metaphors to
express these same ideas.

Figurative language: The use of metaphor to convey thoughts and
help interpret customers’ deepest shared thoughts and feelings.

Literal language: The use of the exact meaning of words or other
images to convey thoughts. Such language can take various
forms; for example, an oral statement that the consumer first

xui | Preface |

experienced the new product at a friends home, or a written |
statement in a survey about the probability of the consumers
children liking the product.. Managers not only identify but —
also interpret consumers' deepest, shared thoughts and feelings
by eliciting such spoken or written comments from consumers
and then taking those comments at face value.

HOW CUSTOMERS THINK

Part |

Preparing for
an Expedition

Chapter One

A Voyage from the Familiar

Management is our universe,
the consumer its center,

and imagination its boundary.

A FTER YEARS OF RESEARCH and development, a consumer-

A goods company launches a new soft drink—only to see it
dry up in the marketplace. Focus group participants salivate over a new
personal digital assistant (PDA) and express their intention to buy—but
don't when the PDA goes on sale two months later. We ask customers
what they want, we give it to them, and then we watch them snap up
our competitors goodies instead. Why? Why do approximately 80 per-
cent of all new products or services fail within six months or fall signifi-
cantly short of forecasted profits?! As the half-lives of existing goods and
services shrink, firms need new products to grow revenues.’ The cost
of mistakes is high—lost revenues, low customer satisfaction, low
employee morale.

Believe it or not, the reasons for failure boil down to a common,
deceptively simple truth: Too many marketers don't understand how
their own and their consumers’ minds interact. Consider figure 1-1.
What do you see?

4 | Preparing for an Expedition

FIGURE 1 - 1

What Do You See?

From Mind Sights by Roger N. Shepard, © 1990 by W. H. Freeman.
Reprinted by permission of Henry Holt and Company, LLC.

At first, you'll likely see one of two creatures, a rabbit or a duck.
Now show this picture to a few friends or colleagues. Which did they
see first? This exercise demonstrates a very important point: Two peo-
ple can look at the very same data and have two totally different inter-
pretations.> It happens all too often in market research, frustrating
managers and consumers alike. Managers say, "We showed you a rab-
bit, you swore that you'd buy it if we made its feet bigger, and so we
did—but now you're not buying it, and so we're not listening to you
anymore." Consumers retort, "No, you showed us a duck and we told
you that we wanted bigger feet on it. Now you're offering us a rabbit
with four huge paws. You don’t listen, and so we're not talking to you
anymore." Both parties cite the same data to prove their respective
points. This often causes managers to ignore customers because they
believe that customers don't know what they want, let alone what is
technically possible. However, from a cognitive standpoint, no one can
even respond to a radically new or unheard of product or service idea
| without some frame of reference, as ill-suited or ill-developed as it

A Voyage from the Familiar | 5

might be. Understanding existing frames of reference is essential if
they are to be brought into alignment with the possibilities created by
new technologies.

The Need for an Interdisciplinary Approach

George S. Day, the Geoffrey T. Boisi Professor of Marketing and director
of the Mack Center for the Management of Technological Innovation at
the Wharton School of the University of Pennsylvania, notes that over
the next few years, every industry will change dramatically because of
technology. To exploit new opportunities, managers must know signifi-
cantly more than they currently do about how customers think and act.*
That is, the conscious and, especially, unconscious dynamics of cus-
tomer thinking must be understood, since these dynamics determine
the ultimate commercial success of the technology more than product
design or delivery systems.

Theres much to learn. Leading neuroscience scholar Antonio
Damasio, the M. W. Van Allen Distinguished Professor of Neurology at
the University of Iowa College of Medicine, notes, “More may have been
learned about the brain and the mind in the 1990s—the so-called
decade of the brain—than during the entire previous history of psychol-
ogy and neuroscience.”

Open-minded managers are extending their comfort zones to
explore unfamiliar disciplines, or communities of thinkers who share the
same habits of mind about theory, procedure or methodology, and
knowledge usage. For example, neurological research revealed that peo-
ple don’t think in linear, hierarchical ways; figuratively speaking, they
don’t experience a cake by sampling a sequence of raw ingredients.
They experience fully baked cakes. This insight prompted companies
like Citibank, Disney, Kraft, McNeil Consumer Health Care, and John
Deere to change how they engaged consumers. They're now drawing on
previously ignored research from an array of disciplines—musicology,
neurology, philosophy, and zoology, along with the more familiar fields
of anthropology, psychology, and sociology, among others—to under-
stand what happens within the complex system of mind, brain, body,
and society when consumers evaluate products.

6 | Preparing for an Expedition

Some managers are even importing experts, asking new questions,
discovering powerful new knowledge; and then creating products and
services that have unprecedented value in the eyes of customers. For
example, the managers of one company met for two days with a neuro-
biologist, a psychiatrist, an Olympic coach, a specialist in adult intellec-
tual development, and a sociologist specializing in public health matters
to examine new ways to use consumer incentives. The meeting gener-
ated several innovative and practical ideas, one of which the firm imple-
mented within two weeks. In the next seven months, the effectiveness of
its consumer-incentive program soared by almost 40 percent.

Marketers are also gaining a new perspective on how their own
minds work—how their subconscious mental processes influence the
way they reach out to consumers, shape consumers' responses (some-
times in unexpected and undesirable ways), and distort their own inter-
pretations of consumers' behaviors and verbally expressed responses.
Moreover, marketers have begun to see how powerfully the current
marketing paradigm shapes the decisions, expectations, and actions
of their colleagues—sometimes in ways that hurt strategy formation,
budgeting efforts, and other key business activities.

Finally, marketers are beginning to realize that their own minds work
in the same way consumers' minds do. That is, a similar mix of conscious
and unconscious processes influences them. In fact, many companies are
starting to use metaphor elicitation methods to help draw back the cur-
tains on their own thinking as well as that of consumers.

When consumers and marketers interact—both of them operating
from this maelstrom of mental activity—something called the mind of the
market emerges. As we'll see throughout the rest of this book, the ability
to grasp or understand the mind of the market and creatively leverage
this understanding represents the next source of competitive advantage .
for marketers.

Six Marketing Fallacies

“Marketers must understand how their thinking interacts with that of
consumers.” We've heard it before, we believe it—but we don’t act on
it. According to Chris Argyris, the James Bryant Conant Professor Emer-

A Voyage from the Familiar. | 7

itus of Education and Organizational Behavior at Harvard University
and a director of Monitor Company, thats the difference between
espoused theory and theory-in-use." "Espoused theory" is what we say we
believe. “Theory-in-use” is the belief that underlies what we actually do.
Sometimes espoused theory and theory-in-use coincide; oftentimes they
don’t, and the theories-in-use reveal what managers really believe.

For example, many managers would say that, with few exceptions,
conducting market research to confirm existing beliefs is a waste of
resources. Thats their espoused theory. Yet, Rohit Deshpandé, Harvard
Business School professor and former executive director of the Market-
ing Science Institute, notes that over 80 percent of all market research
serves mainly to reinforce existing conclusions, not to test or develop
new possibilities. Managers act as if endorsing current views merits 80
percent of their resources. That's their theory-in-use.

As Argyris and other leading management scientists such as Jeffrey
Pfeffer and Robert Sutton point out, knowing better does not automati-
cally lead to doing better? Bad habits die hard, especially in an orga-
nizational climate that provides no incentives to take risks, no fiscal
resources to collect worthwhile information, and no time to think
deeply about such information, let alone keep abreast of well-founded
advances in disciplines that study human behavior."°

The resulting paradigm in use—the assumptions about how the
world works that manifest themselves in marketings actions—prevents
marketers from understanding and serving customers effectively. The
following section provides a few examples of limiting theories-in-use to
stimulate further thinking and encourage managers to depart from such
limiting ideas and practices and to open themselves to more promising
and well-founded new ideas.

Consumers Think in a Well-Reasoned or Rational, Linear Way

Many managers still believe that consumers make decisions deliber-
ately—that is, they consciously contemplate the individual and relative
values of an objects attributes and the probability that it actualizes the
assigned values, and then process this information in some logical way
to arrive at a judgment. For example, consumers encounter an automo-
bile, consciously assess its benefits attribute by attribute, and decide

8 | Preparing for an Expedition

whether to buy it. Or consumers pinpoint a particular need—trans-
- portation—seek a set of options that could meet that need, evaluate the
pros and cons of each option, calculate the.cost of overall satisfaction
per option, and then make a well-reasoned decision.

Consumer decision making sometimes does involve this so-called.
rational thinking. However, it. doesn't adequately depict how con-
sumers make choices.!! In fact, some of the very research that origi-
nally supported such thinking now pegs this kind of decision making
as the exception rather than the rule. As it turns out, the selection
process is relatively automatic, stems from habits and other uncon-
scious forces, and is greatly influenced by the consumers social and
physical context.”

In reality, peoples emotions are closely interwoven with reasoning
processes. Although our brains have separate structures for processing
emotions and logical reasoning, the two systems communicate with
each other and jointly affect our behavior. Even more important, the
` emotional system—the older of the two in terms of evolution—typically

exerts the first force on our thinking and behavior. More important still,
emotions contribute to, and are essential for, sound decision making."

For example, a perfumes fragrance—a product attribute—may
evoke a particular memory and an associated emotion in a potential
buyer. If the memory triggers a painful emotion, then the individual
probably won't buy the perfume, even if the fragrance, price, packaging,
brand label, and other qualities meet her criteria. When the consumer
departs from these criteria, expressed perhaps in a focus group or in
response to traditional interviews, marketers will likely judge her
behavior as irrational since they don't understand why she rejected the
perfume."

Indeed, decision making hinges on the simultaneous functioning of
reason and emotion, as the remarkable case of Phineas Gage reveals. In
1848, while laying a railway bed in Vermont, Gage suffered a severe
head injury when a blasting cap exploded nearby. The blow destroyed
Gage' capacity for emotion but left his reasoning skills intact. Before the
- accident, people who knew Gage described him as trustworthy and well
balanced. Afterward, they deemed him crass, indecisive, and unsure of
himself. He could no longer choose wisely.^ More recent studies of the
effects of brain lesions demonstrate that when neurological structures -

A Voyage from the Familiar | 9

responsible for either emotion or reasoning sustain damage, the affected
individuals lose their ability to make the kinds of sound decisions that
permit a normal life.!é

Yet despite claims to the contrary, marketers frequently prefer not to
get involved in consumers’ emotions.!" Most managers, once they iden-
tify an emotion, interpret its meaning based on how people generally
use it in the popular vernacular. When pressed, they'll explore emotions
only superficially, failing to acquire a deep understanding of the
“anatomy” of a particular emotion. The anatomy of an emotion refers to
the many qualities that comprise it and enable an emotion to take on
different meanings in different settings. For example, a study of the
meaning of “joy” conducted for one of the world's leading brands identi-
fied more than fifteen elements of this basic emotion. These insights are
leading the firm to a major overhaul of the brand story.

Some companies, such as Coca-Cola, Unilever, Hallmark, Syngenta,
Bank of America, Glaxo, American Century, and General Motors, are
beginning to conduct "deep dives" on specific emotions in order to
understand their subtle nuances and operation. Companies that rely on
popular conceptions of emotions usually compound this error by focus-
ing on the more positive end of the emotional spectrum. (Fear is the one
exception to this positive-emotion bias.) For example, they focus their
attention on how joy influences consumer behavior while remaining
unaware of the impact of disgust.!? Yet disgust—one of the most power-
ful human emotions—plays a major role in peoples selection of clean-
ing supplies, fabrics, food, and many services where joy is also present.

Consumers Can Readily Explain Their Thinking and Behavior

The limitations of this second belief and the research practices it
fosters stem from the assumption that most of our thinking takes place
in our conscious minds. In actuality, consumers have far less access to
their own mental activities than marketers give them credit for. Ninety-
five percent of thinking takes place in our unconscious minds—that
wonderful, if messy, stew of memories, emotions, thoughts, and other
cognitive processes we're not aware of or that we can’t articulate.’
George Lowenstein of Carnegie-Mellon University, a leader in applying
psychology to economics, cautions us against exaggerating the role of

B C.U. "M. EMINESCU" IASI

10 | Preparing for an Expedition

consciousness: "Rather than actually guiding or controlling behavior,
consciousness seems mainly to make sense of behavior after it is exe-
cuted."? Such information may be relevant, but it is also likely to be
woefully incomplete.: Self-reporting methodologies like telephone or
shopping mall interviews or interviews in a persons home that rely on
conscious reflection might not provide any substantial insight into what
really motivated a particular consumer action or decision?!

For example, marketers assume that consumers can readily inspect
and easily describe their own emotions. In fact, emotions are by defini-
tion unconscious. To surface them, skilled researchers must use special
probing techniques.” The consumer whose purchase of a specific
perfume is heavily influenced by a memory and associated emotion is
unlikely to articulate this reason when a researcher explores the decision
with conventional research tools. Why? The operation of our memory
and emotions occurs below our thresholds of awareness. Most of what
we "remember" and many of the emotions that those memories trigger
lie beyond our convenient inspection, despite their powerful influence
on us. |
For example, when asked why they purchase an expensive brand of
chocolate, people may be emphatic that they do so as a gift for others.
But the truth may differ: Many of these same people actually make those
purchases for their own immediate consumption. Moreover, the reasons
for doing so involving guilt and joy lie beyond normal conscious inspec-
tion and require a skilled interviewer to help the consumer bring them
to a level where they can be examined consciously.

In fact, forces that consumers aren't aware of or can't articulate
shape their behavior far more than marketers might think. A manufac-
turer of ingredients used to make paints wanted to understand why
firms were willing to pay some suppliers a price premium for an essen-
tially commodity product. The manufacturer identified some traditional
reasons, such as an unwillingness to rely on any one source. But by
probing deeply, it uncovered an even more important feeling (related to
self-esteem) among purchasing agents. The company was then able to
strengthen its relationships with purchasing agents by acknowledging
the feeling most closely related to self-esteem during sales calls.

Still, marketers continue to misuse surveys and focus groups in an
effort to get consumers to explain or even predict their responses to

A Voyage from the Familiar | 11

products. Standard questioning can sometimes reveal consumers' think-
ing about familiar goods and services if those thoughts and feelings are
readily accessible and easily articulated. Yet these occasions occur infre-
quently. Fixed-response questions, in particular, won't get at consumers
most important thoughts and feelings if the manager or researcher has
not first identified them by penetrating consumers unconscious
thought. Most fixed-response questions and focus group moderator
questions address at a surface level what consumers think about what man-
agers think consumers are thinhing about.

Consumers’ Minds, Brains, Bodies, and Surrounding Culture and Society
Can Be Adequately Studied Independently of One Another

Marketers believe that they can neatly divide and understand con-
sumers’ experiences into “buckets,” such as what goes on in their minds,
what their bodies are doing, and whats unfolding in their surroundings.
Moreover, they assume that what goes on in each “bucket” has little to
do with what's going on in the others.

In reality, consumers do not live their lives in the silo-like ways by which
universities and businesses organize themselves. Rather, the mind, brain,
body, and external world all shape one another in fluid, dynamic ways.
To truly understand consumers, we must focus not on whats happening
with one of these four “parts” but on the interactions between the parts.
So, for example, when we learn about consumers psychological pro-
cesses, our insights become richer and more actionable when we under-
stand those processes’ cultural and neurological origins. In fact, the
mind as we think of it doesn’t exist in the absence of the brain, body,
and society? In any system—especially living ones—each part con-
stantly influences and is influenced by the others. The most well-known
examples involve blind taste tests in which the simple lack of brand
information alters participants’ taste experience. Further, what is con-
sidered a food delicacy in one cultural setting would cause violent phys-
ical reactions in a different setting.

Of all the fallacies, this one will likely prove the most stubborn to
correct, Nevertheless, research on the integration of mind, body, brain,
and society will increasingly challenge the notion that all four of these
components are disconnected.?* For example, studies have revealed that

12 | Preparing for an Expedition

people from different cultures experience physical pain differently, -
depending on their view and treatment of pain. Other studies demon- —
strate that social class influences the incidence of heart disease, even
when factors such as education level, knowledge about health care, use
of medical services, diet, lifestyle, and other factors are taken into
account. |

Consumers’ Memories Accurately Represent Their Experiences

Marketers also tend to think of consumers’ brains as cameras—
mechanical devices that take “pictures” in the form of memories. Fur-
thermore, they assume that those memories, like photographs, accu-
rately capture what the person saw. They also believe that what a
consumer says she remembers remains constant over time, and that a
shopping experience a consumer recalls today is the exact same experi-
ence she recalled a week ago or will recall some months from now.

But our memories are far more creative—and malleable—than we
might expect. Indeed, they're constantly changing without our being
aware of it and, as we shall see in chapter 7, memories are metaphors.
For example, a major European retailer discovered that an experience
recalled by survey respondents differed depending on the way the sur-
vey questions were sequenced (and even on the color of the paper the
survey was printed on). That is, the cues involved in retrieving a mem-
ory, such as the sequencing of questions about it, alter what is recalled.

In another study, a major manufacturer of appliances found that dif-
ferences in the way a focus group discussion began produced very dif-
ferent recollections among consumers about what it was like to pur-
chase a specific appliance using the Internet. As a comparison point, the
researchers used the memory that each participant reported to the per-
son who recruited him for the focus group. A “confederate” planted in
each group and unknown to the moderator posed as an active partici-
pant. The confederate elicited different accounts—that is, different
memories—from the real participants by beginning the discussion in a
positive or negative way and by providing nonverbal cues such as
frowning, smiling, and so on while real participants presented their
views. Nearly every reported memory was changed, and in about half

A Voyage from the Familiar | 58

the cases some of the changes were significant. (In a follow-up tele-
phone call approximately two weeks later, most participants described
yet a third version of the episode.) The results of this study revealed the
well-known *mind guard" phenomenon. Through this process, one per-
son, by silent agreement within the group, becomes the protector of an
emerging consensus and often harshly prevents new ideas from entering
the discussion.

Consumers Think in Words

Marketers also believe that consumers’ thoughts occur only as
words. Thus they assume they can understand consumers' thinking by
interpreting the words used in standard conversations or written on à
questionnaire. Of course, words do play an important role in conveying
our thoughts, but they don't provide the whole picture.” People gener-
ally do not think in words. For example, brain scans and other physio-
logical-function measures demonstrate that activations among brain
cells, or neurons, precede our conscious awareness of a thought and pre-
cede activity in areas of the brain involving verbal language. In fact,
these latter neuronal areas become active only later, after a person
unconsciously chooses to represent these thoughts to herself or to others
using verbal language. i

Consumers Can Be "Injected" with Company Messages and
Will Interpret These Messages as Marketers Intend

The belief that consumers think only in words makes marketers
assume that they can inject whatever messages they desire into con-
sumers’ minds about a company brand or product positioning. Because
of this belief, marketers in effect view consumers’ minds as blank pages
on which they can write anything they want—if only they can find a
clever enough way of doing so. Thus marketers judge the effectiveness
of, for example, an advertisement by asking consumers how much of
the ad they recall and whether they liked the presentation. The beliefs
behind these marketing approaches run contrary to a rich tradition of
research on how people create meaning.

14 | Preparing for an Expedition

When consumers are exposed to product concepts, company sto-
ries, or brand information, they don't passively absorb those messages.
Instead, they create their own meaning by mixing information from the
company with their own memories, other stimuli present at the mo-
ment, and the metaphors that come to mind as they think about the
firms message. |

For example, consumers can accurately repeat messages from health
care authorities about the recommended frequency for oral care checkups
and the reasons why they should visit a dental hygienist every six months.
Dentists and other health care professionals tell this story repeatedly. Yet
although many consumers can replay this story when asked, they actually
experience another, quite different story. This other story includes signifi-
cant skepticism about the true need to visit a dentist every six months. A
dental-referral service obtained this insight and the consumer thinking
behind it only after carefully analyzing the metaphors that consumers
used to describe their dental-office visits. For example, one consumer
used a picture from a child’ fairy-tale book, specifically Little Red Riding
Hood, to describe his feelings that health care professionals fabricated this
advice. As this visual metaphor was explored further and the interviewer
probed beyond the initial charge that the advice is made up, the person
described dental professionals as the deceptive wolf. This revealed his
judgment that they are motivated only by self-interest.

The lesson in these examples? The messages consumers take away
from a communication may be very different from the ones that a com-
pany intended to convey. Moreover, simply asking people what story
they heard or believe is behind a marketing message does not reveal
what story they have actually created for themselves.

Improving Practice

Taken together, problematic theories-in-use such as those mentioned in
this chapter, among many others that managers must move away from,
suggest several underlying themes that marketers must understand if
they hope to advance their work. For one thing, consumers’ decision

making and buying behavior are driven more by unconscious thoughts

A Voyage from the Familiar | 15°

and feelings than by conscious ones, although the latter are also im-
portant. These unconscious forces include ever-changing memories,
metaphors, images, sensations, and stories that all interact with one
another in complex ways to shape decisions and behavior. In addition,
consumers aren't like machines; marketers cannot take them apart in
order to understand and change them, as we might disassemble a clock
to see how it works or to fix it. Rather, consumers are complex living -
systems and not subject to the kind of manipulation so confidently
claimed in the popular press. As such, they operate from conscious and
unconscious forces that mutually influence one another—and that are
difficult for outsiders to see and measure, let alone alter. |

In falling prey to the six misconceptions just outlined, marketers
make some predictable errors that can destroy even the most carefully
thought out product launch. These errors fall into three categories: mis-
taking descriptive information for insight, confusing customer data with
understanding, and focusing on the wrong elements of the consumer
experience.

"Knowing That" versus "Knowing Why"

Many marketers view consumers thinking and behavior as com-
modities that lack subtlety or depth. This assumption is especially obvi-
ous in the case of business-to-business marketing. Thus marketers fail
to dig more deeply into the forces below surface-level thinking and
behavior while conducting market research. For example, knowing that
customers prefer a container that has a round shape rather than a square
shape is important. Knowing why they prefer this shape is even more
important, because it may suggest a desirable configuration that is nei-
ther round nor square.

So when a Canadian container manufacturer discovered too late
that the preferred package design revealed by a careful conjoint study
among its clients customers was simply the lesser of three evils, they
had to undertake a costly redevelopment process. Had they understood
the *why" behind expressed customer preferences, they would have dis-
covered their error in time to produce a still better design right from
the start.

16 | Preparing for an Expedition

The error hurt both the manufacturer and its client. The manufac-
turer could have collected essential information for a small additional
cost in the original investigation. Instead, it found itself collecting data
at a much greater cost, repeating the conjoint study. However, even this
expense was small compared to the lost time and the damage to the
firms relationship with its client.

The manufacturers error did not lie in its use of conjoint analysis
but in the firm’s failure to dig more deeply into the “why” behind the
“what” of customer thinking before conducting the analysis. Though all
the details are not important here, these managers and research-team
` members made a major—and incorrect—assumption. They believed
that customers would interpret a midpoint on a scale used in the study
as indicating indifference (no strong feelings one way or the other). In
fact, they interpreted the midpoint as signifying ambivalence (conflict-
ing strong feelings). If the company had known this ahead of time, it
could have used this knowledge to guide the design of its research and
better interpreted the results.

Data Quantity Does Not Assure Data Quality

Along these same lines, marketers believe that by gathering a huge
quantity of consumer data, they've automatically acquired a deep un-
derstanding of consumers. But data volume and understanding are not
the same. Indeed, most data that managers tend to collect—such as
demographic data, purchase intent, and attribute preferences—yield
only surface-level information about consumers. These data are not very
helpful by themselves, because they serve largely as proxies for other,
more important forces or decision influences.

For example, managers seldom stop to ask what chronological age
-is really measuring. One firm discovered that differences between two

age groups actually involved differences in the importance of social con-
nection and independence. Rather than relying on age, the firm found a
better way of grouping people based on these variables and greatly
improved the value of their segmentation strategy. In this case, the man-
agers stopped to ask what really lay behind the differences in the two
age groups—aside from the fact that their subjects were born in differ-

A Voyage from the Familiar | — 17

ent time periods—and sought more direct and reliable measures of
social connection and independence. |

Worse still, marketers collect the wrong types of data primarily
because these types are easy to obtain. This is akin to the old joke about
the drunk who is searching for his glasses under a street lamp. When a
passerby asks the drunk where he lost his glasses, the drunk points to a
distant spot in the darkness. Incredulous, the passerby asks the drunk
why he’s not looking in that distant spot. The drunk replies, "Because
this is where the light is." Poor-quality thinking cannibalizes high-qual-
ity thinking. In fact, poor-quality thinking confuses fast answers with

wise answers, ignoring that quality thinking takes time.

Why is a deep understanding so much more valuable than surface-
level data? It enables marketers to apply the knowledge they gain from
data to new situations. For instance, a company that understands what
the phrase “nurturing my clothes” means to consumers in terms of fab-
ric softeners might not only produce a more successful softener; it might.
also develop other valued clothing-care products that eliminate wrin-
kles, preserve colors, and extend fabric life.

A deep understanding of consumers also enables marketers to find
common drivers of behavior shared by otherwise diverse target markets.
That is, the deeper one digs into consumers thoughts and feelings, the
more one finds commonalities across segments. These commonalities will
likely be more important determinants of choice and tend not to change
very quickly. For example, one firm offering oral care products conducted
an in-depth study of how consumers in Asia, Europe, and North and
South America experienced the concept of oral care. Four key factors
influencing the choice of oral care products were identified as present in
each of these regions. Three of these had been missed by prior research.
The firm greatly streamlined its advertising development process and
budget by focusing on these four factors, while also being attentive to the
different ways in which these factors surfaced in different countries.

Without a deep understanding of consumers—that is, without
knowing consumers' hidden thoughts and feelings and the forces be-
hind them—marketers can't accurately anticipate consumers’ responses
to product designs, features, and ideas that cannot be tested directly

' with consumers because of time, budget, or competitive reasons. This

18 | Preparing for an Expedition

ability to anticipate consumers' responses based on deep knowledge
about them lies at the heart of skillful marketing. As many writers on
technological innovation stress, a deep understanding of customers is
the only sound basis for developing marketing strategy for discontinu- .
ous innovations.

However, true understanding takes work. For example, to grasp
what "nurturing clothes" really means, a company must go beyond
gathering information about just the functional and psychological bene-
fits of clothing care (for example, longer clothing life or the wearers
attractive appearance). Specifically, the company must understand what
"nurturing" means to consumers on a deeper level. (For many, it means
serving as a caregiver.) The firm must also know why and when con-
sumers feel their clothing merits nurturing. Many consumers view their
clothing as a personal “container” or an extension of the self. Thus,
when they feel the need to nurture themselves, they may also need to
nurture their clothing—as a major producer of womens hosiery recently
discovered. | i

Marketers only compound the problem of surface-level data when
they extract surface meaning from the data. Specifically, they rely on
their first impressions of the data rather than allowing time for deeper
or more counterintuitive insights to emerge. Often their first impres-
sions prove incorrect or incomplete. For example, a European-based
automaker experienced this problem when it concluded too quickly
that word-of-mouth communication among consumers was the culprit
behind a serious problem plaguing the company. The company then
developed a strategy to combat negative word of mouth. Since the com-
pany hadn't taken the time to discover the deeper causes behind the
problem, the new strategy failed to solve the problem. Indeed, the situa-
tion only worsened in the meantime.

The Complete Consumer Experience

In addition to confusing lots of data with lots of understanding,
marketers also attend to the wrong level of consumer experience.
Specifically, they focus 90 percent of their market research on the attrib-
utes and functional features of a product or service and their immediate
_ psychological benefits, at the expense of their emotional benefits. For

A Voyage from the Familiar | 19

consumers, emotional benefits stem in part from the important values
and themes that define and give meaning to their lives. Though a prod-
uct5 attributes and functional benefits are important, they represent just
a small part of what really drives consumers.

For instance, a Nestlé Crunch Bar has immediate sensory benefits
such as taste, texture, and sound. But these benefits also evoke powerful
emotional benefits, such as fond memories of childhood and feelings of
security. When Nestlé focused its marketing efforts on just the sensory
benefits of the candy bar, it not only lost sales—it also opened the door
for competitors to eat their way into the chocolate-bar business.

Marketers also underestimate the scope of the consumer experi-
ence.?6 They believe that this experience consists of responses to specific
events that unfold in specific periods of time—such as what happens
during the time someone spends at a category display in a supermarket
or between a TV advertisement and a visit to a store. They focus on
these aspects of the consumer experience primarily because they can
most easily address them.

But viewing the consumer experience in this way can be hazardous
to a company’s financial health. A German snack-food company discov-
ered this first-hand when it realized that mothers' decisions to buy the
companys product in stores depended only partly on product place-
ment, point-of-purchase cues, and pricing. The more powerful forces
behind the womens purchasing decisions consisted of their beliefs
about teaching proper nutrition practices to their children, among other
things. As it turned out, these beliefs included principles governing how
and when to reward children with exceptions to nutritious eating (that
is, with snack foods). Until the company learned to present its product
in a way that was consistent with ideas about good nutrition and special

treats, it missed out on major sales opportunities.
Finally, marketers rarely grasp the full extent of the consumer expe-
rience because they dont ask enough questions. Rather, they form
answers based on first impressions, and then ask only those questions
that verify their hypotheses. For example, because of anecdotal evidence
reinforced by focus-group research, a manager at a major U.S. credit-
card company decided that young adults prized ownership of credit
cards for one reason in particular. She thus had a hypothesis in mind
that implied a basic research question focusing on this specific reason.

20 | Preparing for an Expedition

An expensive survey was designed that (not surprisingly) “proved” her
hypothesis—because she had framed the more specific survey questions
specifically to confirm her conclusion. Moreover, she had done so with-
out being consciously aware of the bias in her survey design. —

If this manager had not focused on one particular answer, she might
have learned that the initial question wasn’t the most valuable one to
ask. In fact, she could have explored a more fundamental question
about the meaning of credit-card ownership that could have yielded
much richer information. Indeed, just as she was conducting her survey,
a competitor began looking beyond the idea that young people value
credit cards for the one reason the manager had identified. The competi-
tor uncovered multiple underlying reasons—and discovered that they
can change for individual customers depending on the context each
time they use their cards. The competing company designed a far more
effective marketing campaign based on its new knowledge—and won a
significant share of this target market.

We must envision and embrace new ideas and find new ways to
gather information if we hope to create a new paradigm. Managers who
want to conduct truly insightful consumer analysis must progress
through the lower two levels depicted in figure 1-2, acknowledging that
mental activity emerges from the interaction of social and biological
processes. Otherwise, they'll face the same precarious future as the
ousted CEOs that Drucker describes. — —

FIGURE 1-2

Insightful Consumer Analysis

Goal:
Insightful
Consumer
Analysis

Understanding of how
mental activity occurs

Social and psychological Biological processes that
process that consumers produce mental activity
experience

A Voyage from the Familiar | M

Customer-centricity

Nothing affects an income statements bottom line as much as its top
line—gross billings, the initial parameter within which all other "lines"
operate. Marketing owns the top line, ultimately a measure of a firms
customer-centricity, the degree to which it focuses on latent as well as
obvious needs of current and potential customers. High customer-cen-
tricity involves two acts of hearing or listening:

1. The customer *hears"—truly understands—that a firm's offer-
ings merit a purchase.

2. The firm hears—truly understands—through skillful listening
what current and potential customers are saying in their native
language about their deep thoughts and feelings.

These qualities suggest two simple propositions:

1. The more skilled marketers are in listening to customers, the
more effective their marketing strategies will be in establishing
the value of the firms offerings. _

2. The more clearly current and potential customers understand
the value of the firms offerings, the larger the top line will be.

A customer-centric firm, then, avoids technological arrogance—the
notion that customers are passive and must be aggressively sold rather
than skillfully heard. Skillful listening tells the management team how
large a challenge they face, especially in terms of meeting latent needs.
This intelligence leads to better teamwork and a winning business
model and marketing plan.

A customer-centric firm understands how people can interpret the
same data differently, why they see one creature more readily than
the other, and how to respond so that those who must see a duck
can do so without preventing others from seeing a rabbit. It also
enables those customers who think that they want to see a rabbit also
to see the duck when that’s in their best interest. This extraordinary
core competence requires insights from several disciplines about how

22 | Preparing for an Expedition

the mind works. Indeed, much of How Customers Think.involves .
helping both managers and their customers to see beyond their first
impressions.

Embracing New Knowledge through Imagination -

To change the current marketing paradigm, we must envision com-
pletely new ways of thinking and open ourselves to ideas that initially
may seem trivial or irrelevant to business. A lively imagination, and even
a sense of play, can help.

To that end, let’s start our paradigm-shifting voyage by exercising
our imaginations. Picture yourself hosting a dinner party. This party is
no ordinary gathering. Your guests range from zoologists and art histori-
ans to physiologists, financiers, and. neurosurgeons. They're milling
around, sampling the hors d’oeuvres, and introducing themselves to one
another. Even more unusual, you've gree them with a list of ques-
tions to discuss, po eam

* Why does art matter in everyday life?

e What role do memories play in daily life?

e What is eating yogurt like?

* How do people feel about genetically engineered foods?

e What constitutes caring?

* What does cleanliness mean?

* What do global account managers experience?

e How does having a major new insight feel?

* Why pay a premium for a commodity ingredient?

e What role does breakfast play in the relationship between a
mother and her children?

¢ What does “feel good" mean?

Granted, such a diverse group of guests would probably not mingle
easily at a real party. But if you did orchestrate such a gathering, the
resulting conversations would yield priceless information for marketers
who want to understand how consumers decide whether to buy their
products or services.

A Voyage from the Familiar | —23

Thus, this book serves as a surrogate party The quotation that
appears at the beginning of this chapter expresses its central tenet. Our
ability to tap into consumers' minds is limited only by our imagination;
that is, our ability to reproduce images and concepts, reshape or recombine
them into new images and concepts, and anticipate what the experience of
these new thoughts might be like.’

We desperately need imagination to transform how we do business.
Not only do we need more imaginative strategies for understanding
consumers, we also need new ways of thinking about and using the
information we glean from these efforts. We need both imaginative know-
ing and imaginative doing.

The Tyranny of “Or”

Envisioning this strange party can help us stretch our thinking
processes, but the party has another purpose as well: to break down the
artificial distinction between theory and practice or, as the line is some-
times drawn, between basic and applied research. |

Vincent Barabba calls the building of artificial and unnecessary dis-
tinctions “the triumph of the tyranny of ‘or’ over the greater good of
‘and.” Barabba is right: Many topics do not fall exclusively into either
the theoretical or the practical realm (any more than they belong to only
one discipline). Theory and practice are nested within one another.
When we split them apart and leave them that way, we lose valuable
insights. Scientists often split things apart, but with the goal of better
understanding how they work together.

Marketing managers—who already feel overwhelmed by proliferat-
ing data, tougher decisions, conflicting advice, and a ticking clock—will
find many of the ideas in this book brand new and disquieting, because
they come from places where most marketers rarely tread. But readers
can rest assured: The ideas discussed here all meet two important crite-
ria for breaking down the walls between theory and practice and
between disciplines. First, they are firmly grounded in the scientific research
of multiple disciplines—that is, the formal research that supports every
idea in How Customers Think meets each discipline’s standards of internal
and external validity.

24 | Preparing for an Expedition.

Beyond traditional standards of validity, the ideas in this book also
address real consumer phenomena—that is, they have “implementable
validity.” According to Chris Argyris, implementable validity means that
an idea lends itself to effective action. However, putting an idea into
action requires that we use the knowledge explicitly, such as thinking
aloud about it in the form of a causal proposition. For example, phar-
maceutical research validates the following causal proposition: Medica-
tions have greater efficacy when physicians use metaphors to explain
how or why a new medicine works. A parallel business-oriented causal
proposition might be: A company can enhance consumers' experience
with its product by using metaphors that communicate how or why the
product works. Drake Stimson, a marketing director at P&G, credits
this principle for making Febreze the most successful new product
launch in Procter & Gamble’s history. By using metaphors effectively in
its introductory advertising for Febreze, a product based on a patented
new molecule, P&G basically doubled first-year sales over what conven-
tional thinking would have predicted? .

The term “customer” in the books title reflects a tradition in market-
ing that embraces both business customers and ultimate consumers,
although the book covers more of the latter than the former. Marketing
managers in both industrial and consumer settings have applied nearly
all the ideas in this book in both business-to-business (B2B) and busi-
ness-to-consumer (B2C) contexts. However, readers shouldn't confuse -
the successful use of valid ideas with their widespread use. Otherwise, we
wouldnt need this book.

Viewed with an open mind, these ideas can unlock the riches
offered by a diversity of perspectives and help managers win satisfied
customers. Multiple perspectives can also help marketers avoid the
all-too-typical trap, captured in figure 1-3, in which managers and
researchers mistake their own reflections for those of consumers.

In your journey through this book, keep in mind that, above all else,
the book is about quality thinking—which takes time, energy, the occa-
sional suspension of disbelief and doubt, and an attitude of serious play.
Quality thinking also requires the courage to look bad or feel silly or
uneasy for a short time in order to succeed in the longer term. As with
multiple viewings of an engaging photograph or painting, each subse-
'quent encounter with an intriguing idea can reveal something different.

A Voyage from the Familiar | — 25

'" FIGURE 1- 3

THE FAR SIDE? By GARY LARSON

KC) 1965 FarWorks, Inc. Al Rights Reserved/Diet. by Creators Syndicate

TEM

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Jur LT. d rg

"For ie out — Lile That's us!
Someone's installed the one-way
mirror in backward!"

Used with permission.

As you'll see, this book draws on the latest research from a wealth of
disciplines. These insights often offer alternative—and far more effec-
tive—ways of seeing and understanding consumers. The book also
includes examples of how real marketers, in real companies, have
applied this understanding successfully. By understanding more deeply
. and more fully the true nature of the consumers mind, marketers can
ask the right questions, get the right data, and interpret that data in
fresher, more effective ways. The first step to this deeper understanding
is to begin imagining what a new worldview might reveal.

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Chapter Two

A Voyage to New Frontiers

We are not candy-coated biological pellets rattling around
in a social world independent of our biological world.

—Amnne Harrington, "Getting Under the Shin"

] F THE MANY different social and biological disciplines from
3 which marketing can benefit, brain science is one of the
most important. To understand the emerging paradigm for consumer
research, marketers must appreciate the power and complexity of the
human brain.

This remarkable organ contains 100 billion neurons, or cells, and
perhaps as many as 1 trillion. The cerebral cortex, the outer covering of
the brain where cognition occurs, is about the area and thickness of a
cloth napkin at an upscale restaurant. Relatively new in evolutionary
terms, the cortex houses about 30 billion neurons that form a vast net-
Work of about 1 million billion connections, creating neural circuits that
stimulate conscious and unconscious thought and behavior. How vast
is this network? The number of particles in the known universe is 10
followed by approximately 79 zeros. The number of neural-circuitry
connections possible is 10 followed by more than a million zeros.!
It's vast.

In reuniting artificially splintered fields of study, the new paradigm
reestablishes the connections among brain, body, mind, and the social
world that the old paradigm artificially detached. These four compo-
nents are connected in one seamless, dynamic system. They each influ-
ence—and are influenced by—one another. For example, our brains

28 | Preparing for an Expedition

interact with the social and physical world around us; the body medi- -
ates this partnership. The body senses information about the world,
generates chemical and physical responses that create emotions and `
thoughts, and moves in response to the brain. `

The alliance of brain, body, mind, and society is mutually informing
and fully codependent.? One can't exist without the others. The brains
nearly countless neurons and interneural associations receive part of
their ordering from the external world. For instance, social forces
strongly influence which neurons gain or lose prominence or impor-
tance and which connections among them will form, be reinforced, or
become extinct.? Michael Tomasello, a cognitive scientist and codirector
of the Max Planck Institute for Evolutionary Anthropology in Germany,
points out how social forces have shaped the human brain:

The 6 million years that separate human beings from other great apes is
a very short time evolutionarily, with modern humans and chimpanzees
sharing something on the order of 99 percent of their genetic material. . . .
There simply has not been enough time for normal processes of biological
evolution involving genetic variation and natural selection to have cre-
ated, one by one, each of the cognitive skills necessary for modern
humans to invent and maintain complex tool-use industries and tech-
nologies, complex forms of symbolic communication and representation,
and complex social organizations and institutions.‘

So how have humans acquired these cognitive skills so quickly?
According to Tomasello, the key mechanism has been social or cultural
transmission, which works exponentially faster than organic evolution.
Our social environment has developed concurrently with our biological
characteristics and intellectual capacities.

Figure 2-1 depicts the interconnectedness of brain, body, mind,
and society as a three-dimensional pyramid with four corners. For
every individual (whether marketer or consumer), each of the four
components occupies a corner of the pyramid and influences every
other component. Whenever one component changes, the others do as
well, below our awareness in the cognitive unconscious. Occasionally,
_the results of these interactions enter our conscious thoughts. Have you
ever savored a “delicacy” in the presence of a guest from a different cul-

A Voyage to New Frontiers | 29

FIGURE 2 - 1

The New Paradigm of an Integrated Mind-Brain-Body-Society

Brain

Mind Body

ture and noticed that guest grimacing in disgust? Or has another cul-
tures “delicacy” disgusted you so that you got queasy just looking at it?

Marketing lies at the hub of these interactions. Thats why the
other fields of discovery are critical to effective marketing practice.
Companies like General Motors, Experience Engineering, IBM,
Hewlett-Packard, Procter & Gamble, and the Coca-Cola Company are
learning more about consumer needs, satisfaction, and loyalty by
studying the totality of the brain-mind-body-society system's four
components than by examining the parts individually. A leading Euro-
pean electronics firm recently launched a research program to under-
stand how the tactile experience of personal communication devices
varies among consumers around the world and how those differences
manifest in their usage behavior. However, too many managers study
customers as if only one of the four components mattered and end
up eliciting the wrong information from consumers, interpreting it
incorrectly, and developing products and services that underwhelm
the marketplace.

Why? Because turning one’s worldview inside out is scary, difficult
work.’ After all, we form our assumptions about how the world works
very early in life—long before we learn how to examine our beliefs
objectively. Our worldview is deeply embedded and hard to see, let
alone change. Also, scientists whose work could help us open up the
pyramid often communicate unintelligibly and seemingly inconsistently
to nonscientists. l

30 | Preparing for an Expedition

Anne Harrington, science historian and director of Harvard Uni-
versitys Mind/Brain/Behavior Initiative, offers an evocative image that
may help managers more easily understand the systemic nature of the
pyramid:

[H]uman beings are . . . like sponges. Sponges, of course, are animals
who are saturated by the ambiance in which they live, and whose physi-
ology presupposes the presence of that ambiance. It would not mahe
sense to speak of the physiology of sponges on the one hand, and the
watery “context” in which they live on the other hand; the water is part
of the internal works by which these animals function.’

We are not, as Harrington notes further, hard, candy-coated biological
pellets rattling around in a social world that is independent of our bio-
logical world. | |

The partnership between the brain and society takes on even more
weight when we start thinking about the mind of the market—that all-
important interaction between marketers’ and consumers’ conscious
and unconscious minds. As with consumers, marketers' experiences
with the outside world strongly influence their thoughts, abilities, and
emotional responses. For example, if you grew up with parents and
teachers who encouraged you to notice anomalies or unusual occur-
rences, then you may be especially adept at spotting emerging con-
sumer trends. If you enjoy embarking on risky new adventures outside
of work, you may take more risk with a new market research method in
your job. Such interactions between mind and environment also fea-
ture feedback loops that either reinforce or discourage a managers
behavior, For instance, if an adventurous type works in an organization

that discourages risk taking, he or she may eventually take fewer risks
at work.

Among consumers, the experience of a problem, the search for
goods and services to solve it, and the evaluation of these offerings all
derive from the mind-brain-body-society partnership. For instance, the
social context assigned to an object can produce markedly different
physiological reactions. In one experiment, people were presented with
an odor that the researchers told them came from an aged cheese. Most

A Voyage to New Frontiers | 31

people reacted in a mildly aversive way to it but indicated a willingness
to taste the cheese. The researchers told another group of participants
who received the same odor that the smell came from old gym socks. As
you might expect, these people recoiled from the odor.

The Mind of the Market

As we saw above, the mutual-influence structure represented by the
brain-body-mind-society pyramid shapes the thinking and behavior of
each marketer and each consumer. What happens when a “marketer
pyramid” and a “consumer pyramid” come together, when marketers
and consumers interact? The result appears in figure 2-2. As the figure
shows, marketers and consumers influence one another on both a con-
scious and unconscious level. Marketers have failed to tap into the
unconscious level where pyramid dynamics are most active.

As an illustration, consider the possible influences at work in the
purchase of a car. A man who drives a sports car may have deep-seated
emotional reasons, not just practical ones, for buying it. He may want
others to perceive him as youthful, daring, sexy, and aggressive. Cultural
influences, such as advertising and the car-buying habits of other peo-
ple, may have fostered those internal desires. They may have roots in

FIGURE 2-2

The Mind of the Market

Consumers Marketers
Conscious Processes

Unconscious
Processes

32 | Preparing for an Expedition

childhood events, like seeing a suave young uncle in a red-hot sports car
with an attractive passenger.

At the same time, these internal Tem and early influences are
what make advertising or other forms of social influence so effective.
These desires enable the aspiring sports-car driver to create meaningful
experiences based on the information he sees in an ad and his experi-
ences in test-driving, purchasing, and using the vehicle. Thus, “outer”
marketing activities play an essential role in evoking the “inner world”
of consumers. A consumers decision to buy a particular product doesn't
arise solely from either world—it arises from the interplay of those two
worlds. The failure to understand that a consumers inner world can
powerfully transform a marketers outer-world message leads to most
product-development failures.

In the last few years, tremendous advances in sociology, anthropol-
ogy, cognitive neuroscience, and psychology (to name but a few fields)
have helped managers to understand the dynamics shown in figures 2-1
and 2-2. We've learned more about how. marketers’ unconscious
assumptions and expectations influence which questions they choose to
ask consumers, how they frame those questions in a survey, whom they
select as participants in a study, and which analytical tools they use.?
These unconscious processes shape what information consumers pro-
vide—and what they don't.

Unconscious processes among consumers also influence their
responses to marketers’ questions. For example, the order in which
researchers pose questions can make a big difference in the answers they
receive, as the following example illustrates. A consumer-satisfaction
question in a survey conducted in Japan by a European automaker con-
sistently indicated a high satisfaction rating. A question about repair fre-
quency followed later in the survey. When the automaker asked the
question about repair frequency first, the satisfaction rating decreased
and the reported repair frequency increased. Both changes were signifi-
cant. By sequencing the questions differently, the survey designers
unknowingly primed consumers’ responses in different ways—all with-
out anyones awareness. The carmakers managers accidentally became

aware of the priming, and the company had to revisit its conclusions
about consumer satisfaction in its global markets.

A Voyage to New Frontiers | 33

A Closer Look at the New Paradigm

If the brain-body-mind-society pyramid represents the heart of the new
paradigm, then how might the rest of it appear? To envision this, keep
these two principles in mind from figures 2-1 and 2-2:

e Culture and biology go hand-in-hand.
* The mind of the market emerges from the interaction of con-
sumers' and managers' conscious and unconscious minds.

The contours of the new paradigm reveal startling truths about the
nature of human communication, thought, emotion, and memory. We
glimpsed these realities in chapter 1; in the rest of this chapter, we'll
examine them more closely. Remember to suspend your judgment to
avoid prematurely dismissing an idea; instead, ask yourself, “If this idea
were true, would it change how I think or what I do?" If the answer is
yes, then explore further.

~ Thought Is Based on Images, Not Words

Human thought arises from what neuroscientists call images. These
topographically organized neural representations occur in the early sen-
sory cortices—an admittedly rather technical description. When neu-
rons are sufficiently activated—that is, when a sound, sight, or other
stimulus turns them on and causes the connections between them (the
Synapses) to fire—we may experience those electrochemical discharges
as conscious thought.’ An important difference exists between how
a thought occurs (neural activity) and how we consciously experience a
thought, if at all, once it occurs. So we must carefully distinguish among
how thought happens, what stimulated it in the first place, and how the
thought is expressed afterwards. Words can trigger our thoughts and
enable us to express them. Thats why people believe that thought
occurs largely as words.

The neural activities, or images, involved in thought are not necessar-
ily images as we usually think of them. However, since about two-thirds

34 | Preparing for an Expedition

of all stimuli reach the brain through the visual system, we often experi- `
ence images (as neuroscientists think of them) visually as well as ver-
bally and in other ways. Stimuli leading to a thought may take many
forms.!! For example, the neural activity stimulated by the fragrance of
coffee on a walk to work may produce a picture in our minds eye of
reading the morning paper at the coffee shop. We may even hear a
response in our minds ear—"Yeah, I’ve got time" or “No, I'd better
not"—or even voice these conclusions aloud when walking with some-
one else.

. Neural activity may be stimulated by sound, touch, motion, back-
ground feelings such as moods, and emotions.” The neural activity may
also be expressed in these and other ways. For example, a Coke adver-
tisement can stimulate neural activations. The consequences of these
activations—for instance, the recall of an experience of sharing a Coke
with a friend, reaching for a Coke, and tasting it—involve other neural
activations. Thus different kinds of images or thoughts are linked to one
another and occur together. ;

As we've seen, verbal language factors into the representation, stor-
age, and communication of thought.? But despite its great importance
in facilitating thought, verbal language is not the same as thought.'* Yet
managers persist in seeing thought as word-based. Indeed, “the view
that thought is internalized conversation is widespread," Jonathan H.
Turner explains in his book, On the Origins of Human Emotions: A Socio-
logical Inquiry into the Evolution of Human Affect. Turner continues:

But a moment of reflection would reveal this to be impossible. If thinhing
were merely covert talk, we would seem very dim-witted, since talh is a
sequential modality and hence very slow. . . . [While] we can often slow
the process of thinking down by “talking to ourselves," this kind of think-
ing is the exception rather than the rule. . . . [The] subordination of other
sensory inputs under vision shapes the way humans actually think: in
blurs of images, many of which don't penetrate our consciousness.'5

Examples of people who have thought without language—ranging
from deaf-mutes in preliterate societies to adults with brain dysfunc-
tion—have received substantial attention.!5 Nobel Prize winner Gerald
Edelrnan has observed that "conceptual capabilities develop in evolu-

A Voyage to New Frontiers | 35

tion well before speech." Stephen Pinker, Peter de Florez Professor in
the Department of Brain and Cognitive Sciences at the Massachusetts
Institute of Technology, asks and answers the following question:

Is thought dependent on words? . . . Or are our thoughts couched in some
silent medium of the brain—a language of thought or *mentalese"—and

_ merely couched in words whenever we need to communicate them to a.
listener? . . . The idea that thought is the same thing as language is an
example of what can be called a conventional absurdity. . . . There is no
scientific evidence that languages dramatically shape their speakers’ way
of thinking.!9 (emphasis in original)

Cognition, then, shapes language, not the other way around. We
develop particular verbal terms to express thoughts—neural activities—
that matter to us. Of course, these important concepts are reinforced as
new generations of speakers learn existing terms. The connotation of
“Please be quiet” differs from that of “Shut up!” because we have devel-
oped a need to express the shades of meaning in each phrase. The exis-
tence of these phrases doesn't create the different thoughts and feelings
that they express. If a phrase or word has no relevance or meaning to us,
then we won't retain it. When we encounter new ideas through verbal
communication, they root themselves within a preexisting system that
gives them relevance. Different cultures emphasize different thoughts;
thats why each verbal language has expressions not found or readily
translated by other languages.'?

We must view "language" in a multimodal way that includes many
channels of communication, not just literal speech. This principle fac-
tors into the use of psychodrama wherein body language helps surface
insights about individual and organizational issues that verbal language
alone can't reveal. Similarly, a key part of metaphor-elicitation tech-
niques involves the creation of visual stories or collages that uncover
consumers’ and managers’ hidden thoughts and feelings.”° By engaging
the language of visual imagery, we enable a richer verbal description of
inner feelings. For example, in a study of the hosiery-wearing experi-
ence, women who created collages were able to articulate far more
clearly than those who did not create collages the nature of their con-
flicting feelings about wearing hosiery.

36 | Preparing for an Expedition

Most Communication Is Nonverbal

Experts generally agree that most human communication (as much
as 80 percent) occurs through nonverbal means. These means include
touch; vocal intonations; gestures; body posture; distance; sense of time; -
eye contact, gaze, and pupil dilation; and visual cues such as apparel
and adornments. Through these nonverbal channels, people exchange
messages and meaning.”

Tone and manner of speech (also known as paralanguage) also influ-
ence this exchange. For example, a person who says “Yeah, right!” may
communicate the exact opposite message by using a sarcastic tone of
voice. The way in which we present our spoken statements—especially
if we combine tone of voice with other cues such as gestures—conveys a
great deal of meaning. The resulting message may communicate our
true feelings or thoughts far more than our spoken words do. Marketers
who rely too much on analyses of printed consumer transcripts miss out
on these messages. For example, an R@D lab at a major communica-
tions company performed a voice-pitch analysis of customer responses
to a service satisfaction question. Voice-pitch analysis is a method for
isolating various psychological states present while a person is speaking.
The lab concluded that a high level of uncertainty was present in many
of the most positive responses given. That is, although the literal state-
ment customers provided indicated high levels of satisfaction, the
uncertainty expressed in their voices indicated considerably less satis-
faction. Had the company relied only on literal verbal language, they
would have had false confidence in their service delivery systems.

Knowing how to interpret paralanguage is important in many mar-
keting settings, such as telemarketing, face-to-face selling, and voice-
over advertising. Researchers have conducted some especially intriguing
studies involving “voice masking," in which a speaker's actual words are
masked but his or her tone of voice remains distinguishable to study
participants. According to these studies, our judgment about the value
and merit of a speakers statements hinges on our evaluation of his or her
tone of voice. For example, if we think that a speaker sounds honest or
sincere, we will likely give his or her literal message—the actual words
he or she is speaking—more weight. Indeed, in the event of an apparent
contradiction between tone of voice and spoken statements, listeners -

A Voyage to New Frontiers | — 37

will believe the former over the latter. Thus, the paralanguage of sales
personnel or spokespeople in a televised commercial may influence con-
sumers' behavior far more than the literal content of their message.

Edward T. Halls classic work The Silent Language provides further
evidence of the power of paralanguage. Hall identifies ten “primary mes-
sage systems” involved in human communication.” Only part of one of
the systems he identified—interpersonal communication—involves
verbal language. The other nine systems rely on nonlinguistic forms of
communication.

This surprising power of paralanguage becomes less surprising
when we examine the development of spoken language. As it turns out,
spoken language emerged relatively recently in human evolution. More-
over, written, phonetic-based language developed even later, about
5.000 years ago, as a byproduct of our ability to detect the edges of
shapes.? With so much evolutionary practice, our brains are far better
at sensing and interpreting paralanguage than they are at understanding
spoken or written language. Yet most market research tools rely on lit-
eral language to capture information, synthesize and report survey
responses, draw conclusions from focus groups, and trace literal data
such as those from scanners. Thus, a great mismatch exists between the
way consumers experience and thinh about their world and the methods mar-
heters use to collect this information.

Metaphor Is Central to Thought

Metaphors, the representation of one thing in terms of another,
often help us express the way we feel about or view a particular aspect of
our lives. For example, if a man says, *My hair is my signature," he does-
nt mean that he uses his hair to sign his name. Rather, he means that
something about his hair signals what kind of person he is to others.
This metaphor is therefore rich with meaning about identity, individual-
ity, and the significance of other people.

Metaphors stimulate the workings of the human mind.” By one
estimate, we use almost six metaphors per minute of spoken language.?
Through brain-imaging technologies, researchers better understand the
neural bases of metaphor. For example, although both halves of the
human brain enable literal and figurative language (which includes

38 1 Preparing for an Expedition

metaphor), the right half is more strongly associated with metaphoric -
language.?6 ~, t |

Why do we think so often in metaphors? They help us interpret
what we perceive in the world around us; indeed, they help us perceive
the world, period. They help us see new connections, interpret our
experiences, and draw new meaning from those experiences." Meta-
phors also affect imagination? Philosopher Mark Johnson explains,
“Without imagination, nothing in the world could be meaningful. With-
out imagination, we could never interpret our experience. Without
imagination, we could never reason toward knowledge of reality."?
Speaking metaphorically, metaphor is the engine of imagination. In fact,
the use of metaphor together with visual imagery lies at the heart of all
major advances in science, according to Arthur I. Miller, professor of
history and philosophy of science at University College London.”

Metaphors are so basic to our thinking that marketers and their
audiences alike are often unaware of them. As we'll see, market re-
searchers can glean valuable knowledge by encouraging consumers to
use metaphors. Why? Because metaphors can help bring consumers'
important—but unconscious—thoughts and feelings to the surface?!
Indeed, metaphor constitutes a powerful tool for unearthing the hidden
thoughts and feelings that have such a profound influence on con-
sumers' decision making. Indeed, consumer researchers around the
world have found using metaphors effective in helping people to bring
their unconscious experiences into their awareness and then to commu-
nicate those experiences.”

Many metaphors also reveal whats called “embodied cognition"—
the referencing of our sensory and motor systems to express our think-
ing? Examples of such metaphors abound: “I hope you see what 1
mean” or “get the point”; “I don’t wish to get too far ahead of myself” or
"in over my head”; “I hope these ideas don't put you off" by “being beneath

you" or “sounding unbalanced”; and “I want these ideas to reach people"
with different "viewpoints."

Emotion's Partnership with Reason

As we saw in chapter 1, most market research methods are biased
toward reason and away from emotion.?* Marketers collect and interpret

A Voyage to New Frontiers | 99

survey and other consumer information as if consumers' decisions
stemmed primarily from conscious, logical processes. Why? Its less
messy to interpret the resulting responses from consumers. Consumers
share only the logical aspects of their decision-making process because
marketers ask for those aspects—and conscious, logical thoughts are
much easier to articulate than emotions.

. Few managers would dispute the importance of emotions in their
own and consumers' decision making (their espoused theory), yet in
their behavior they persist in their pro-reason bias (their theory-in-use).
Managers and researchers collect and present information as if decisions
derive from conscious processes (in particular, from logical inference), in
which emotion has only a bit part in the drama of making decisions. This
approach reflects a bias, itself a reflection of powerful emotional drivers,
that decision making ought to involve as little emotion and as much rea-
son as possible. This bias, in turn, may produce unreliable data.

The pro-reason bias in research is half-right. It is also half-wrong.
Multiple, complex reasoning systems do work together during decision
making. And as we saw in chapter 1, so do multiple systems of emo-
tion.” More important, both sets of systems collaborate. Reason and
emotion are not opposites; they are partners who occasionally disagree but
depend on one another for success. Joseph Turner elaborates:

To select among alternatives requires some way to assess the relative
value of these alternatives, and this ability to assess alternatives is tied to
emotions. Emotions give each alternative a value and, thereby, provide a
yardstick to judge and to select among alternatives. This process need not
be conscious; and indeed, for all animals including humans, it rarely is.
Thus to be rational means also to be emotional; and any line that
we draw separating cognition and emotion fails to understand the
neurology of cognitions. One can't sustain cognitions beyond working
memory without tagging them with emotion.”

That is, if an idea doesn't have emotional significance for us, we're not
likely to store it and therefore won't have it available for later recall.
Studies of patients with particular patterns of brain damage (in-
cluding the classic example referred to earlier involving Phineas Gage)
reveal that when reasoning systems are intact but emotional capacities

40 | Preparing for an Expedition

damaged, poor decisions result. The same outcome occurs when emo-
tional systems are intact and reasoning capacities damaged. The separa-
tion of reason and emotion, however convenient;.is misleading, accord-
ing to Antonio Damasio:

The lower levels in the neural edifice of reason are the same ones that
regulate the processing of emotions and feelings. . . . Emotion, feeling,
and biological regulation all play a role in human reason. The lowly
orders of our organism are in the loop of high reason.?

` The emotion-reason partnership argues for using research methods that
enable both reason and emotion to surface and reflect their coexistence
and mutual influence.??

Most Thought, Emotion, and Learning Üccur without Awareness

According to most estimates, about 95 percent of thought, emotion,
and learning occur in the unconscious mind—that is, without our
awareness.? As important as it is, consciousness is the end result of a
system of neurons processing information in largely unconscious
ways.*° Feelings, the conscious experience of emotions, are only the tip
of the iceberg. Now picture, if you will, a few seals lounging on the top
of the iceberg. The few seals represent our limited ability to hold more
than a few chunks of information at this tip of our consciousness at any
one time. If new seals arrive, others must go.

In marketing, much knowledge about consumer decision making is
based on information gathered through verbal protocols (telephone
interviews, group meetings, questionnaires) that rely on self-reflection
and self-awareness. In other words, these methods are largely confined
to seeing only what is on the tip of the iceberg. However, as leading neu-
roscientist Joseph LeDoux cautions: “We have to be very careful when
we use verbal reports based on introspective analyses of ones own mind
as scientific data. "^!

So much of our knowledge is unconscious or tacit that we can never
be fully aware of all that we know. We often devise surprising new
answers by synthesizing information at hand, which is a basic function

. A Voyage to New Frontiers | Al

of our inductive and deductive thinking skills. These unconscious
thinking processes use existing “data” to produce conscious thoughts
that consist of new answers.*? For example, long-intimate couples can
usually answer questions about how their partners would react to unex-
pected events because of their deep understanding of each other. This
understanding enables them to infer their partners future reactions
based on past behavior. Similarly managers who deeply understand
their consumers may accurately anticipate their responses to a new
. product before the firm presents it. By synthesizing existing knowledge,
à manager may know implicitly whether a proposed consumer incentive
will achieve a particular unit sales goal. Sales personnel know automati-
cally when to begin closing a sale, although they may struggle to explain
this knowledge.

Because most knowledge is hidden, surfacing it presents a major
challenge. Managers can use metaphors involving both conscious and
unconscious processes to address this challenge. By evoking and analyz-
ing metaphors from consumers, marketers can draw back the curtains
on consumers' tacit knowledge, encourage consumers to look in, and
then share what they see so that managers can create enduring value for
customers in response to the insights revealed.

The Importance of Socially Shared Mental Models

As we've seen, thought occurs when neurons become active. Differ-
ent groups of neurons—thoughts—communicate back and forth with
one another. One thought literally leads to another, which may lead
back again to the earlier thought. Sets of connected neuronal groups
constitute mental models, or what researchers sometimes call scripts or
schema. Mental models help us interpret the flood of stimuli and infor-
mation that our brains absorb from the world around us. Because we
simply can't process all of the incoming information entering our brains,
we need a system to filter it, to group it, and to otherwise render it more
understandable.

For the sake of efficiency, our mental models help us decide which
information to attend to and what to do with it. For example, peoples
mental models determine their approach to ill-structured problems,

42 | Preparing for an Expedition

their attraction to a particular auto design, their disposition toward -
snack foods, and their conduct in an upscale boutique shop. Can you
imagine a situation where mental models are absent?? Probably not.

Moreover, groups of people—as diverse as purchasing agents for
chemicals used in industrial paints, European consumers of Coca-Cola,
or parents bringing their children to Disney World—share important
features of their individual mental models.“ Called consensus maps,
these shared features can yield valuable insights for marketing strategy
development.* In fact, consensus maps are possibly the single most impor-
tant set of insights that a manager can have about consumers. Consensus
maps, when surfaced through metaphors, reflect consumers’ uncon-
scious and conscious thoughts and feelings as well as the commingling
of emotion and reason.

As you might imagine, human beings possess an extraordinary
number of mental models, although most of them lie dormant at any
one time. When they are activated by our experiences, we're generally
not aware of their activation. We often become aware of our mental
models only when an experience dramatically contradicts those models
and the expectations that lie at their core.

The notion of mental models is well established in the social and
management sciences.** Quantitative methods in these fields have
greatly improved our ability to depict mental models, especially those
elements that otherwise different individuals have in common. The task
of managing mental models—or, more important, the consensus maps
that reflect a market segments common thinking—is less well devel-
oped as a formal activity. However, as managers use new insights from
various disciplines to understand consumers’ deeper thoughts and feel-

ings, they will likely become more proactive in reshaping their cus-
tomers’ consensus maps.

The Fragile Power of Memory

People tend to think of a memory as a snapshot of a past experience
that can fade or be lost over time. However, if we view the human expe-
rience as the intersection of mind, brain, body, and society, then mem-
ory becomes a creative product of our encounters, beliefs, and plans.
This creative product develops at a preconscious level; that is, we're not

A Voyage to New Frontiers | 43

aware of its development. Rather than a printed photograph, managers
will see a memory reconstructed each time it’s recalled. Sometimes, the
differences from one activation to another are small and unimportant,
such as recalling our name. Other times, they are larger with great con-
sequence, as we have learned from eyewitness testimony research."

Furthermore, marketing is a major source of influence on what con-
sumers recall. That is, marketing efforts such as product and service
development and delivery not only make memories possible in the first
place, communications about them also alter consumers’ subsequent
recollections of product or service experiences. This is one of the impor-
tant ways in which managers’ conscious and unconscious minds influ-
ence consumers’ minds. As we shall see, memory is story-based and,
together with universally shared archetypes and core metaphors, mem-
ory affects the stories or coherent meanings that consumers create about
brands and companies. The consensus maps shared by consumers rep-
resent a kind of diagram or outline of these important stories.

The rapid accumulation of insights about human behavior reveals the
outlines of a new way of understanding consumers’ thoughts and
behavior. While the conscious and unconscious minds are active part-
ners, Consumers’ unconscious minds contain the vast majority of rele-
vant information for managers. As we'll see in part II, marketers can
uncover this information through a variety of innovative research tools
and techniques.

DIMAN Ls

Part I

Understanding the
Mind of the Market

acht

Chapter Three

Iluminating the Mind

Consumers’ Cognitive Unconscious

Most of what we know we don’t know we know.

It usually seems that we consciously will our
voluntary actions, but this is an illusion.

-—Daniel Wegner, The Illusion of Conscious Will -

l MAGINE A FILTER that enables you to see, in color, the varia-
tions in tlie heat intensity of objects. Through such a filter, a
fresh loaf of bread cooling for fifteen minutes resembles a rainbow as
different parts of the loaf lose heat at varied rates. The bread retains its
usual shape and texture, but looks far more interesting through this fil-
ter. Now imagine a similar filter applied to consumers unconscious
thoughts. More colors appear than any fireworks show could ever hope
to display. These new colors represent the hidden treasures in the shad-
ows of the mind—the cognitive unconscious. Learning to see and use
these colors is the major frontier managers must explore as they seek
new insights into consumers thinking and behavior. Indeed, most in-
fluences on consumer behavior reside at this frontier; consumers en-
counter these influences and process them unknowingly! Firms that

48 | Understanding the Mind of the Market

most effectively leverage their explorations of this frontier will gain cru-
cial competitive advantages. 3

Equally important, consumers will benefit as well. The limitations
managers face using surface-oriented research methods are also limita-
tions on consumers. Consumers are empowered, instead, when research |
methods are used that allow them the freedom to explore and express
their innermost thoughts and feelings along with those on the surface.

The term cognitive unconscious, sometimes called the unconscious
mind, refers to the mental processes operating outside consumers'
awareness that, together with conscious processes, create their experi-
ence of the world. As used in this book, the term does not refer to psy-
choanalytic concepts, although those too have an important presence in
the unconscious mind and merit treatment all on their own.? Before we
explore the unconscious mind, let5.discuss its relationship with the con-
scious mind. |

Being Human

We share a great deal with other creatures? For instance, 98 percent of
our genes are common to those of chimpanzees. They and other species
maintain elaborate social hierarchies, as do we. Ants, for example, have
castes; systems to organize labor and food cultivation; characteristics
such as altruism, sacrifice, care for the injured, and sharing in times of
scarcity; and the ability to mount preemptive military strikes, follow -
norms of reciprocity, and so on.*

Their intricate communication structure, which is based on taste
and smell rather than sight and sound, enables them to coordinate com-
plex activities and to convey such things as the exact location of food
and whether to pursue it. Other creatures display degrees of thinking,
emotions, feelings, and certain kinds of intentionality—the sense that
doing one thing leads to another. The latter might take the form of giv-
ing a false impression for individual gain, such as fooling a predator or a
competitor for food, or attracting a mate? Much of what we know about
human emotion comes from the study of other animals due to such sim-
ilarities.* Thus, neither social activities nor the existence of emotions
and feelings are uniquely human. Rather, our ability to reflect on these

illuminating the Mind: Consumers’ Cognitive Unconscious | 49

states and activities and to make considered judgments about them makes
us special. The human aptitude for self-awareness and self-reflection,
then, is what differentiates us from every other living creature. We refer
to this ability as “high-order consciousness,” or just “consciousness,” in
this book.

Consciousness is a developmental process in humans. An infants
capacity for awareness grows as it learns what the mind is and what the
mind does.” At around eighteen months, children begin to consider
hypothetical situations involving basic human concerns such as aban-
donment, fear, change, and love—matters that begin to involve aware-
ness of awareness. Our state of consciousness varies over our lifetime
and even over the course of a day. Elements of it appear and disappear
while we work, walk, sleep, and dream.

High-level consciousness serves an important purpose. In response
to the question, "What is consciousness for?" the late Harvard Univer-
sity philosopher Robert Nozick answered, “to help us make considered
choices." These choices, and the higher levels of consciousness they
require, are created through social and technological changes.!'? High-
order consciousness evolved to cope with an increasingly complex
social world that demanded the ability to learn in new situations.!! For
consumers, these complexities can be challenging and even a source of
complaint. For six consecutive years, consumers in developed econo-
mies have rated the proliferation of product choices one of the top five
issues of concern.7 Consumers like the idea of many choices, but not
the mentally taxing efforts to cope with them.

Where Does It Come from Now?

Hungarian goulash has a particular flavor; when you take a bite there is
one overall taste. Any chef will explain, however, that the combination
of spices and ingredients mix and mingle through the cooking and eat-
ing process to create a unique essence that is goulash. Diners may not
consider the preparation involved; they taste only the result. High-order
consciousness is a little like Hungarian goulash. We focus on the overall
outcome, not on the complex process that produces it. Whatever its
evolutionary origins or developmental history, high-order consciousness

50 | Understanding the Mind of the Market

emerges from, and is defined by, its base ingredients: lower levels of awareness
and unawareness.P? |

Whether or not the base of the goulash or "x source of high-order
consciousness is initially recognized, it comes about only through the
exercise of other activities and component parts. John R. Searle, a lead-
ing contemporary philosopher at the University of California at Berke-
ley, notes that for something to be unconscious, we must in principle
be able to bring it to a conscious level.'* Gazing at our goulash, a food
connoisseur most likely couldn't describe in detail how a particular fla-
vor came about, but after enjoying the total taste experience, he could
| probably deconstruct it. Vague awareness and unconscious information
emerge in our conscious mind and we can guess what’ in the goulash
after all.

The 85-5 Split

Consciousness is crucial in daily life for many obvious reasons. How-
ever, an important fact and one of the key principles of this book is the
95-5 split: At least 95 percent of all cognition occurs below awareness
in the shadows of the mind while, at most, only 5 percent occurs in
high-order consciousness. Many disciplines have confirmed this
insight. John Haugeland explains this idea eloquently:

Thus, compared to “unconscious processing" . . . conscious thinking is
conspicuously laborious and slow—not a lot faster than talking, in fact.
What's more, it is about as difficult to entertain consciously two distinct
trains of thought at the same time as it is to engage in two distinct con-
versations at once; consciousness is in some sense a linear or serial
process in contrast to the many simultaneous cognitions that are mani-
fest in [unconscious action].

Nobel laureate and neuroscientist Gerald M. Edelman and his col-
league Giulio Tononi note that the “occurrence of a single conscious
state rules out billions and billions of other conscious states, each of
which may lead to different potential consequences.”!” To come to con-
scious awareness a thought must emerge from its primary and highly

Illuminating the Mind: Consumers’ Cognitive Unconscious | 51

crowded habitat in the unconscious mind. The processes that determine
which of a near-infinite array of possible states from this habitat enters
consciousness are themselves unconscious. “Most of the data available
to us from the external world and from our bodies never enter con-
sciousness,” wrote J. Allan Hobson, psychiatrist, director of the Labora-
tory of Neurophysiology, and a leading sleep researcher.

We process many inputs automatically, and we have no conscious idea of
the vast amounts of data that are saved or discarded. But consciousness
is supra automatic in that it is the mental attribute that allows us, occa-
sionally at least, to transcend automaticity.'?.

Consciousness allows us the freedom to understand unconscious events. To
quote Edelman and Tononi once again: “Unconscious aspects of mental
activity, such as motor and cognitive routines, and so-called uncon-
scious memories, intentions, and expectations play a fundamental role
in shaping and directing our conscious experience.”!”

Consciousness evolved to help us critically review past actions, plan,
and organize choices to make in new situations. Not surprisingly, mar-
keting managers and researchers focus mostly on conscious consumer
thinking. They ask consumers to think consciously about specific topics
and respond within formats convenient for both consumers and man-
agers. They also observe consumer behavior directly or indirectly using
large databases ‘and providing their own highly conscious interpreta-
tions. These activities make sense; they seem easy and logical.

But this focus mistakenly ignores arguably the most significant fea-
ture of higher order consciousness: the ability to recognize and explore
the unconscious mind. The 5 percent of our thinking that is highly con-
scious enables us to confront the other 95 percent of mental life below this
stratum. This ability is also a quality of being human. We can contem-
plate what we're aware of, but many other elements are at work. There-
fore, the managerial tendency to focus on conscious consumer thought,
while understandable and natural, also blocks managers’ access to the
world of unconscious consumer thought and feeling that drives most
consumer behavior.

Owning a bicycle and knowing how to ride it are important for tak-
ing a bike trip. However, a meaningful journey requires a willingness to get

52 | Understanding the Mind of the Market

on the bike. Similarly, the conscious mind permits meaningful travel in
the unconscious mind only if we commit to such a journey. When man-
agers forgo such a trip to understand consumers, they are like the well-
intentioned stranger who claims to know us from photographs, videos,
or one arbitrary encounter, but lacks any real knowledge of who we are. |
Like the cartoon of the scientists in figure 1-3, these strangers look at
themselves backwards and typically see only the conscious elements
staring back.

If everyone knows that so much thinking is unconscious, then why

.do managers (and researchers) miss the mark? Partly because we be-
come enamored with (and distracted by) ourselves and our own reflec-
tions, like a puppy that enjoys chasing its own tail. As psychologist
Daniel Wegner of Harvard University states, “The illusion of will is so
compelling that it can prompt the belief that acts were intended when
they could not have been. It is as though people aspire to be ideal agents
who know all their actions in advance.””! Our experience of consciously
willing an action does not mean that we consciously produced it. Far
from it.

Typically, we ask consumers to consider and comment on their own
ideas and others' in focus groups or to provide careful, conscious
answers to careful, consciously developed survey questions. We analyze
aggregate consumer data through the crafted lens of particular quantita-
tive models and experimental designs. Through these activities, con-
sumers and marketers alike get caught up in the explicit issues brought
to their attention by researchers and managers. This approach feels right
because it employs the very mechanisms that are the assumptions of the
approach. The logic is of this sort: "The data collected, based on my
assumptions, support those assumptions." Indeed, consumers do learn

. from their satisfying and unsatisfying choices by identifying those biases
or decision rules that led to their wise choices and to their mistakes.
Relying on their innate storytelling capacities, consumers can reasonably
account for their behavior when asked, especially when managers facili-
tate the storytelling with questions or other cues.

These reasoned accounts are unlikely totally wrong. The critical
issue is how complete they are. If a puzzle has only three pieces and you
have two of them, then you can probably figure out what third might
be. If the puzzle has 500 pieces and you have only a few important ones,

Illuminating the Mind: Consumers’ Cognitive Unconscious | 93

the larger picture will forever remain a mystery. Sometimes, the puzzles
that marketers open have only a few pieces and other times, a great
many. The latter case, typically the most important one, requires tap-
ping into high-order consciousness and digging deeper into the uncon-
scious mind for a more complete picture. The very existence of our
high-order conscious mind gives us the capacity to understand the
unconscious foundations on which it rests. Unfortunately, often we
become entranced by our awareness of our awareness and ignore the
unconscious mind that makes it all possible.

- The Unconscious Mind in Action

We needn't search long or far for examples of the unconscious mind
in action.

* The social context of eating has enormous impact on consumers'
experience. This experience includes how foods taste, what
sounds seem pleasant or harsh, and what strikes the person as
repulsive or appealing. The exact same dinner will taste different
depending on whether one is dining with a close friend or an
unpleasant stranger.

* Many more units of a product are sold at a price of $9.99 than at
$10.00. Certainly the one penny savings on identical products
does not account for this.

* The correlation between stated intent and actual behavior is usu-
ally low and often negative. For example, more than 60 percent
of consumers participating in an at-home test of a new kitchen
appliance indicated after trying the product that they were
“likely” or “very likely" to purchase the appliance in the next
three months. Eight months after the products introduction,
only 12 percent of these consumers actually made a purchase.

A survey among those who did not follow through on their
stated intent found that most consumers couldn't explain their
behavior.

* Blind taste tests may suggest that consumers prefer formula-
tion A over formulation B by a significant majority. Yet when

Understanding the Mind of the Market

consumers know the formulations' brand names and can see
their packaging, they strongly prefer B. :

Consumers using both a store brand and a national brand of an
over-the-counter medication insist that they know the two
brands are identical except for price. However, when their
symptoms are severe, the great majority of these same con-
sumers use the higher-priced name brand. Moreover, if the med-
icine is for a child or spouse, the purchaser will almost always
select the national brand. Unconsciously, the buyer believes that
the national brand works better and is therefore better for her
loved ones. |

e A stimulus that appears only for milliseconds and doesn’t regis-

ter consciously can affect responders' future behavior. For exam-
ple, a European manufacturer was testing a sensing system that
measured the speed of a vehicle and the distance of an object in
the vehicles direct path. When the system detected a certain
combination of speed and object distance, it displayed the mes-
sage "Brake!" on the vehicles windshield. In simulated driving
tests, the system increased reaction times of test participants.
The R&D staff experimented with different message intervals,
such as one or a few seconds during which the alert would
appear. Interestingly, the fastest reaction time occurred when the
message flashed subliminally, so quickly that people were
unaware of reacting to it.?

When judging sincerity in advertising, consumers unconsciously
select many of the cues. Moreover, both creative staffs and con-
sumers remain unaware of consumers' selection of these signals.
For example, in a Mind of the Market study, Maya Bourdeau
found that, in judging sincerity, both consumers and creative
staffs unconsciously use criteria related to neoteny, or people's
fascination with infants and baby animals. Neotenous character-
istics include large, round eyes and high foreheads that remind
us of infancy, innocence, and naiveté. People perceive messages
transmitted by a baby-faced person as more sincere because they
see babies as innocent and honest. However, neither the con-
sumers nor the creative personnel in this study were consciously
aware of the power of neoteny.

illuminating the Mind: Consumers’ Cognitive Unconscious | 55

These examples are, to use a cliché, just the tip of the iceberg of the
unconscious mind. Nevertheless, they raise important challenging ques-
tions. Currently, managers’ notions that consumers engage in calculated
rationality strongly guide their approach to consumers.” But price,
demonstrated product effectiveness, and even consumers’ confidently
stated claims simply don't reliably predict what consumers will actually
do. When using traditional research methods, managers must augment
the idea of calculated rationality with equally sensible but typically
invisible insights.

From Unconscious Decision to Conscious Action

The areas of the human brain that involve choice are activated well
before we become consciously aware that we've made a choice. That is,
decisions “happen” before they are seemingly “made.” In fact, uncon-
scious judgments not only happen before conscious judgments, but
they guide them as well. A cleverly designed study by Antoine Bechara,
a neuroscientist at the University of Iowa, and his associates tested this
idea. The study participants included normal individuals and patients
who had suffered damage to the prefrontal lobes of their brains—the
structures responsible for decision making.?* Bechara’s team asked both
groups to perform a task using four decks of cards, two of which were
advantageous decks and two disadvantageous. Playing mostly with the
advantageous decks produced an overall gain of money, while the disad-
vantageous decks produced an overall loss. The researchers tracked the
number of cards that each group drew from each deck and monitored
changes in participants' skin temperature, awareness of their progress in
the game, and attitude.

The study generated interesting findings. For instance, before
they realized that two decks were “bad,” but after they experienced all
four decks, the normal participants generated high anticipatory skin-
conductance responses when they pondered making a choice from a
"bad" deck. They did not consciously know that they were about to pull
a card from a disadvantageous deck. However, their high anticipatory
skin-conductance responses before they took a card from the bad deck
revealed their unconscious reaction to the games parameters. The

96 | Understanding the Mind of the Market

patients with prefrontal brain damage displayed no such distinction
even after they had identified the good and bad decks. In fact, they dis-
regarded this knowledge as they continued playing the game. At some
level, the normal patients recognized that choosing from a bad deck was
a bad strategy. They arrived at this decision without the added assurance
provided by conscious knowledge. Whether they perceived it, the nor-
mal patients used their unconscious learning from prior experience to
inform their future decisions.

Often our actions seem to derive from conscious decisions when we
actually made them much earlier. For example, imagine that you are
walking where people have seen poisonous snakes. Suddenly, you
notice a coiled object under a bush. This sight triggers an immediate,
unconscious activity involving the amygdala, a subcortical area of the
brain involved in certain emotions. The activity in the amygdala triggers
an immediate defensive act: You freeze or perhaps step back. This rapid,
complex action involves a number of brain and other physical systems
working simultaneously to produce an action that we can consider only
after it occurs.”

Human beings store images in a part of the brain called the hip-
pocampal system. Images related to snakes comprise your explicit mem-
ories of actual interactions with snakes, garden hoses, or perhaps tree
roots that resemble snakes. If you see an object that more closely resem-
bles a snake than a garden hose, then your innate plan for dealing with
dangerous snakes kicks in. If you realize that the object is a garden hose,
then your awareness unfolds unconsciously as you retrieve various
images, compare them, and then evaluate them before consciously
deciding how to react. If the object more closely resembles a tree root,
then you resume walking. Your heart may race a little faster, your mus-
.cles may tense, and you may even blush. None of these critical responses
ever required conscious thought. If they did, our species would have
gone the way of the dodo bird. After all, when faced with a possibly dan-
gerous snake, who has the time to think about a response? Our uncon-
scious processes often protect us better than our conscious processes do.
A conclusion that we consciously experience (“That snake is dangerous")
already happened in our unconscious mind. Our awareness of it takes
the form of an inner voice saying that its okay (or not) to continue what
we were doing (strolling through the woods). That inner voice creates the
illusion that we have made a conscious decision.

- Wuminating the Mind: Consumers’ Cognitive Unconscious | 97

The Neurological Foundation of the Unconscious Mind/Brain

As we saw in chapter 2, the brain is an extraordinary and still mysteri-
ous organ. Consider again the small but important cerebral cortex,
which factors into thinking, speech, and complex movement patterns.
The cerebral cortex has approximately 30 billion neurons, which serve
as the building blocks for thought. And as it turns out, different neurons
like to “talk” with one another. Thus, they form clusters akin to conver-
sation groups or chat rooms. These clusters form what are called con-
structs or specific thoughts and ideas. Moreover, these clusters like to
communicate or gossip with one another. These “conversations” involve
reasoning processes linking constructs. That is partly why the same idea
may trigger different thoughts among different people or even in the
same person at different times.

Most of the brain spends its time communicating with itself; only
infrequently do we consciously witness these conversations.” Put differ-
ently, conversations among neurons and groups of neurons are generally
quiet; they involve a silent language we do not “see” or “hear.” What do
neuronal groups talk about? They converse about actions, feelings, and
thoughts. Occasionally, the results of these conversations bubble up into
our consciousness, and we become aware of them. Other times, we may
have a “feeling” that the conversations are occurring, but we may not be
able to grasp their nature. Most of the time, though, we have no idea that
they're taking place. Whether we perceive it or not, the activity of the
brain gives rise to the mind, which consists of tools for thinking.^" Cog-
nitive neuroscientists say that the *mind is what the brain does" and use
the term *mind/brain" to denote this concept.

The Processes behind the Unconscious Mind

Consciousness is the awareness of awareness and is a prerequisite for
healthy functioning in a complex society. It influences our ability to
make choices—as well as marketers’ ability to understand consumer
behavior. Market researchers can certainly acquire valuable information
at consumers' conscious level relatively easily through standard research
methods. For example, through surveys they can obtain useful informa-

08 | Understanding the Mind of the Market

tion about preferred bium designs già they present. consumers.
with clear alternatives.

However, approaches that dope on EES thinking often do
not go far enough. This isn’t surprising y when we remember that con-
scious activity represents only about 5 percent of human cognition. As
George Lowenstein suggests, the conscious mind explains actions pro-
duced by unconscious processes. And, as scientists in several disciplines
point out, these explanations are often woefully incomplete. For
instance, a product-development team at a graphics software firm used
a focus group consisting of ten dissatisfied users of their new software to
better understand customer complaints. The team predicted that the
users would express dissatisfaction with the clarity of the instructions
and the confusing nature of certain icons. Thus, they asked the modera-
tor to explore these areas. Indeed, discussions in the focus group identi-
fied the instructions and icons as main sources of trouble. The company
improved these features—but complaints decreased only marginally.
Later, while using in-depth, one-on-one storytelling to develop adver-
tising for this and related products, the firm identified another, more
serious source of consumer dissatisfaction. A group setting relying
on the conscious exchange of ideas had failed to surface this more seri-
ous issue.

Unconscious processes generally serve us well. In fact, as the earlier
example about encountering a possible snake suggests, what people
sometimes mean by intuition or gut reaction is really the manifestation
of distilled wisdom accumulated in our unconscious mind. In the mar-
ketplace, unconscious processes enable us to make purchase decisions
more efficiently and effectively than we could if we had to consciously
process every relevant factor. Moreover, many unconscious processes—
for example, our ability to acquire and use verbal and nonverbal lan-
guage—are innate.?? :

We acquire many other components of our unconscious mind sim-
ply through having different experiences.” In fact, the unconscious
mind learns quickly. We quickly transform good and bad experiences
into tacit rules of thumb that guide us when we encounter new situa-
tions. We then adapt to those new situations and acquire new social
norms without conscious thought. The unconscious mind also serves as
a repository for skills and other forms of knowledge that we learn con-

Illuminating the Mind: Consumers’ Cognitive Unconscious . | 89

sciously but that become automatic through repeated use. These skills
range from walking, tying our shoes, and dreaming in a second language
to knowing when a consumer is ready to commit to a sales offer.
Working in partnership with each other, the innate and learned
components of the unconscious mind powerfully enable us to take
action. For instance, they can produce a response to potential danger so
quickly that we become aware of the response only after it has occurred.
Or they may cause us to continue working on a mental task even after
we seem to have put it out of our minds; for example, when we sud-
denly recall a name that was “on the tip of our tongue” hours ago. This
information retrieval often catches us by surprise because, at the
moment it occurs, we've made no conscious effort to prompt it.

The Interaction of Consumers’ and Managers Unconscious Minds

Recall figure 2-1, which depicted how consumers’ and managers’ think-
ing interacts. It was noted that when managers think about consumers,
they do so using both conscious and unconscious levels of thought,
since important thinking tools reside at each level. The same is true of
consumers when they consider a firm’ offerings. The managers’ con-
scious and unconscious levels of thinking commingle with one another
and, ultimately, commingle with the same processes among consumers.
In this way, the mind of the manager is present in the mind of the con-
sumer, and vice versa.

Two examples will help illustrate the subtle interactions that can
occur between marketers and consumers. In a study of unconscious
communication, dental patients received a placebo painkiller during a
typically painful dental procedure. The patients experienced a lack of
discomfort only if the dentists also believed that the treatment they
administered was an authentic painkiller. Unconscious behaviors ema-
nating from these dentists reinforced their patients’ belief in the
placebo. However, when the dentists knew that the treatment was not
authentic and merely pretended it was, patients experienced consider-
able discomfort. (All patients involved in the study were undergoing the
same procedure with the same likelihood of pain.) Something in the
disbelieving dentists’ unconscious behavior signaled to the patients that

60 | Understanding the Mind of the Market

the supposed painkiller was a sham. Patients processed and acted on
this nonverbal cue unconsciously while consciously believing that they
had received an authentic painkiller—and the dentists unconsciously
colluded in maintaining this belief.

A second example comes from a proprietary experiment spon-
sored by a professional association. Not surprisingly, this study found
that a salesperson's confidence in a product (his belief in its efficacy)
is an excellent predictor of sales success. But even more interesting,
the representatives confidence conveys in subtle, nonverbal ways a
sense of authenticity that “adds great persuasive power even when
[the equipment] is not the best available. Confidence contrived does
not work.” Like the dentists who believed they were using a real
painkiller, salespeople who truly believe in their product will influence
customers in their favor. The unconscious expression of belief by
sales personnel is a powerful cue that customers process both con-
sciously and unconsciously. Thus, the first “sale” must be to the sales
representative.

A Closer Look at the Placebo Effect

Much of marketing is about placebo effects. The term placebo is Latin for
“I shall please.” In common usage, it carries with it negative connota-
tions of fakery, trickery, falseness, and sham. This is unfortunate,
because the so-called placebo effect is very real, and stems from actual
neurological mechanisms. Although the technical quality of goods and
services is crucial in providing satisfying consumption experiences, an
important part of consumers’ total experience with a firms offerings
results from what consumers believe and expect these offerings to
deliver. When product quality declines, so do the added benefits created
by the mind of the consumer.

How does the placebo effect work? Our beliefs, expectations, and
possibly prior experiences cause biological changes roughly equivalent
in magnitude and effect to those produced by chemical substances
known to have the same effects. For example, naturally occurring
painkillers in the brain, called endorphins, are similar in chemical struc-
ture to opium-derived narcotics and act much like morphine. When

Illuminating the Mind: Consumers’ Cognitive Unconscious | 64

a placebo analgesic is administered to postoperative patients, many of
them experience an easing of pain. Their belief that they have taken
an authentic painkiller is enough to stimulate naturally occurring pain-
killers.

This and other research shows that, for many people, the belief or
expectation of a positive outcome can trigger the same physiological
processes and hence produce the same benefits as an artificial sub-
stance. In fact, in most studies of the effectiveness of a medication,
between 35 percent and 50 percent of participants receiving the
placebo treatment show the same improvements as those being treated
with the actual medicine. This is not based on self-reports of patients,
but on monitoring of physiological conditions. For example, one recent
study involving antidepressants used brain-scanning techniques to
show that patients who improved following placebo treatments and
those who improved after receiving an actual antidepressant medication
(38 percent and 52 percent, respectively) showed changes in activity in
the same area of the brain.?! People who did not respond to either the
placebo or the antidepressant showed no change in this same area of
the brain. The placebo effect is so real and so grounded in neurochem-
istry that it occurs even in other animal species, such as rats, that pre-
sumably are not subject to *tricks of the mind" or high-order conscious
expectation. Research of this sort indicates that the placebo effect can
operate through conditioning, not just through conscious expectation
and belief. —

Most scientists generally accept that the placebo effect produces a
significant amount of the benefit derived from an authentic medication.
This benefit is additive; it supplements the benefits already provided by
the active ingredients or intervention. For instance, one popular over-
the-counter treatment for stomach distress doesn’t kick in until at least
thirty minutes after ingestion. However, many frequent users report sig-
nificant relief within the first twelve minutes. This relief is very real and
is accompanied by changes in body chemistry. The actual treatment
takes effect later, sustaining the positive experience. In doing so, it rein-
forces the expectation of more immediate relief—and therefore its deliv-
ery. This phenomenon demonstrates the combined action of expecta-
tion, conditioning, and authentic treatment. The power of this
combination has far-reaching implications in the world of medicine and

62 | Understanding the Mind of the Market

beyond. The benefits of placebo-only treatments, however, often decline
rather soon. But when coupled with an authentic treatment, placebo
benefits continue. | : |

As we've seen, belief factors into the placebo effect. For example, -
participants in one experiment were told that a substance they would be
asked to drink might induce vomiting. After drinking the liquid, nearly
80 percent of the participants actually vomited. When they received a
placebo "antidote" to stop their vomiting, their condition improved
almost immediately. As you may already have guessed, the antidote was
the same inert substance but in a different color.

An experiment reported by V. S. Ramachandran demonstrates the
power of the mind to reshape the bodys neurological systems.
Although not strictly in the domain of placebo effects, the experiment
tapped into the mysterious world of whats known as phantom pain.
Common among amputees, phantom pain is pain perceived in a miss-
ing limb. This pain, often excruciating, may occur in various ways. In
one sufferer, it took the form of a vivid sensation that the person's miss-
ing hand was uncontrollably curling up in a clenched fist, causing agony
as the fingers dug mercilessly into the palm. Using a special system of
mirrors, the researchers asked the man to insert his intact hand into a
transparent box that superimposed the reflection of the intact hand's
actions onto the reflection of the missing hand. Thus, the missing hand
appeared to mimic the actions of the intact hand:

Robert looked into the box, positioned his good hand to superimpose its
reflection over his phantom hand, and after mahing a fist with the nor-
mal hand, tried to unclench both hands simultaneously. The first time he
did this, Robert exclaimed that he could feel the phantom fist open along
with his good fist, simply as a result of the visual feedback. Better yet,
the pain disappeared. The phantom then remained unclenched for sev-
eral hours until a new spasm occurred spontaneously. Without the mir-
ror, his phantom would throb in pain for forty minutes or more. Robert
took the box home and tried the same trick each time that the clenching
spasm recurred. If he did not use the box, he could not unclench his fist
despite trying with all his might. If he used the mirror, the hand opened

instantly. . . . We have tried this treatment in over a dozen patients and it
works for half of them.

Illuminating the Mind: Consumers’ Cognitive Unconscious | 63

Referring to another patient undergoing the same treatment,
Ramachandran notes, “This is a mind-boggling observation if you think
about it. Here is a man with no hand and no fingernails. How does
one get nonexistent nails digging into a nonexistent palm, resulting in
severe pain? Why would a mirror eliminate the phantom spasm?”
Much of Ramachandran’s book, Phantoms in the Brain, provides a neuro-
logical and social answer to this question. He explains:

Everything I have learned from the intensive study of both normal people
and patients who have sustained damage to various parts of their brains
points to an unsettling notion: that you create your own “reality” from
mere fragments of information, that what you “see” is a reliable—but
not always accurate—representation of what exists in the world, that
you are completely unaware of the vast majority of events going on in
your brain.”

This discussion of placebo effects demonstrates the power of the
unconscious mind to produce very powerful and beneficial experiences
over and above those expected from the technical merits of the product.
Consider the extra experience that people have when they know that
they're consuming their favorite brand compared to the lesser experi-
ence of their brand in a blind taste test. We'll probably discover that this
special functioning of the mind accounts for loyalty to a brand or service
provider, especially in commodity products. While the mind of the
manager may ultimately yield the technical features of a product or serv-
ice, the mind of the consumer adds significant value about the con-
sumption experience. Rather than treating these consumer sources of
added value as frivolous, we must understand and encourage them.
They factor into the consumers storytelling process when creating
brand meaning, covered in chapter 7.

Mechanisms Underlying the Unconscious Mind/Brain

A number of mechanisms support the operation of the unconscious
consumer mind. We look more closely at these mechanisms in the fol-
lowing sections.

64 | Understanding the Mind of the Market

Priming

Imagine that you're conversing with someone, and the person hap-
pens to casually mention the word doctor during the conversation. Then
he shows you a jumble of letters in which the letters "n," “u,” “r,” "s," and
*e" are embedded, among many other letters. The person asks you to
find a word in the seemingly random bunch of letters. As research
reveals, under these conditions you would probably quickly find the
word nurse in the jumbled letters. The prior mention of the word doctor
has primed your thinking. It has caused you to focus your attention
unconsciously in a way that another phonetically similar word (such as
curse) would not. Though the priming process has a powerful effect on
our thinking, we are generally unaware of it. For example, in the above
scenario, you'd be unaware that the-word doctor enabled you to identify
the word nurse more quickly than you would have without priming.

Similarly the music played in retail settings can significantly
increase or decrease the amount of time consümers spend in the store,
which can affect sales volume. In one experiment commissioned by a
major European retailer, researchers found no significant differences in
shoppers' self-reported time spent in three store situations: no music
played; music designed to decrease shopping time; and music designed
to increase shopping time. However, shoppers' actual time spent in the
store differed as predicted across the three situations. Although most
participants perceived the presence of background music in the store,
few could accurately describe the style being played. Thus, their deci-
sion to stay in the store longer, or to leave more quickly, happened
unconsciously. Moreover, the researchers found no differences in the
impact of the music on time spent in the store between those who
recalled music playing and those who did not. Even if the presence of
the music didn’t register consciously, at least as measured by the ability
to recall music later, it still influenced shoppers' behavior without their
knowing it.

Sometimes information can prime unwanted actions or thoughts.
For instance, stop-smoking campaigns often backfire, prompting
smokers to light up more often. This backfiring stems from so-called
trigger cues. Even if a billboard communicates the obvious health haz-
ards of smoking, the giant cigarette in the graphic display may activate

Illuminating the Mind: Consumers’ Cognitive Unconscious | 65

a smokers unconscious cravings. One advertising campaign designed
to discourage illicit drug usage featured a visual of drug paraphernalia
in unpleasant surroundings to highlight the disease and victimization.
All the ad's viewers consciously—and accurately—understood the mes-
sage in the ad, regardless of whether they'd used drugs or were recover-
ing drug addicts. However, the images only heightened recovering
addicts’ desire to relapse. The ad made these individuals’ recovery so
difficult that it was withdrawn. We will revisit the topic of priming later
in this chapter. nit

Adding Information That "Isn't There"

Our senses, acting on environmental cues, help us create our under-
standing of the world around us. For example, in the words of Harvard
University biologist John Dowling, visual perception is "reconstructive
and creative... . The image that falls on the retina is two-dimensional,
yet we live in a three-dimensional world. . . . Not only does the visual
system use the information impinging on the retinas, but it draws on
visual memories and experience to construct a coherent view of the
world.” The third dimension comes from unconscious inferences
drawn by applying our tacit knowledge and rules. Thus, we uncon-
sciously use judgments based on one set of cues to create judgments
about other matters. Figure 3-1 is an example of this phenomenon.

After viewing this figure for three or four seconds, people ranging
from fifth graders to senior executives offer remarkably similar accounts
of the scene. As they see it, the figure shows a large creature with an
angry expression on its face chasing a smaller creature who looks fright-
ened. Note that this "story" comprises several elements: social relation-
ships (one creature chasing another), emotions (anger and fear), inten-
tion (render harm and seek safety), and physical orientation (large and
small, and locomotion).

As you may have guessed, both creatures are identical in every way.
Without being aware of it, we use several visual cues to infer the story in
the picture. In this case, the converging lines suggest a hallway or tunnel
and create the optical illusion that one of the creatures is farther in the
distance than the other. A lifetime of experience with depth perception
tells us that, if two objects look identical in size but one appears farther

66 | Understanding the Mind of the Market

FIGURE 3 - 1

Two Creatures in a Hallway

From Mind Sights by Roger N. Shepard, O 1990 by W. H. Freeman.
Reprinted by permission of Henry Holt and Company, LLC.

away, then it must be larger than it actually looks. Since we "see" one
creature as farther down the hallway, we *know" that it’s bigger than the
creature that appears closer. If the converging lines disappeared, then
we'd deem the two creatures identical in size. When the two appear the
same size, viewers will likely not infer that one of them is chasing and
menacing the other; this particular social element evaporates.

Yet figure 3-1 has another intriguing lesson: Even after we learn that
the creatures are identical in every way, one still looks bigger to us. Our
unconscious processes keep producing an experience that contradicts
and prevails over our conscious knowledge. Moreover, after learning the
truth about the creatures in the drawing, people who initially judged

Illuminating the Mind: Consumers’ Cognitive Unconscious | 67

one creature larger than the other still take longer to scan the “larger”
creature in their mind’s eye.

The perception of an angry look on the “larger” creature and a
frightened look on the “smaller” creature, together with the judgment
that one is chasing the other, reflects the ability of the unconscious mind
to add emotional meaning to and define relationships between charac-
ters in a scene. This phenomenon speaks volumes about our natural,
automatic capacities to generate stories based on just a few cues as we
discuss in chapter 9, Memory, Metaphor, and Stories.

.. What does all this imply for marketers? Physical, social, and psy-
chological settings and a consumer's emotional state—all of which com-
prise what researchers call context—profoundly shape consumers’ inter-
pretation of images, as well as sounds, smells, and other incoming
sensory information.?? Visual cues, such as the lines suggesting a hall-
way, prompt us to generate information (“One creatures chasing the
other” or “The big one’s angry”) that simply does not exist in the actual
image. How our brain receives and processes sound causes us to judge
the direction from which the sound is coming, the distance of its source,
and the event causing the sound. These judgments create other judg-
ments telling us, for example, whether we should feel threatened or
comforted, angry or amused. However, we are aware only of the judg-
ments, not the sophisticated processing that produces them. As with
placebo effects in medicine, our minds are very active creating or pro-
viding qualities not otherwise presented by a stimulus, be it a supposed
painkiller or wine from a famous vineyard.

Lets explore this process further. When viewing figure 3-2, most
people will "see" a triangle (as well as pizza and the video character Pac-
man). Many people will even see the white inside the triangle to be
brighter than the white outside of it. New brain-imaging techniques
show us that the brain records the lines as if they were actually present.

In the same way, consumers record as present an experience with a
product or service that they expect to be present even if its not. Absent
information is counted as present. Thus, if consumers know they are
sipping their favorite beverage, they add special qualities to the con-
sumption experience such as smooth taste, smoky flavor, a relaxing feel-
ing, and so on. In a blind taste test, these added qualities do not materi-
alize, because in such tests brand name does not play a part in
participants' expectations. Blind taste tests can help marketers develop

68 | Understanding the Mind of the Market

FIGURE 3-2

What Do You See Besides Pacmen?

new product formulations before introducing them as brands. However,
in these early developmental stages, marketers should also analyze the
impact of environmental cues, such as package design, brand name, and
logo, on the consumption experience.

Brand meaning is even more elusive than marketing researchers pre-
viously thought, because consumers' predispositions generate thoughts
and feelings toward the brand that unconsciously influence their reac-
tion to that brand. They fill in missing information, which becomes as
real to them as if it were physically present in a product or in promo-
tional materials. Consumers add qualities to a familiar brand just as they
see the missing lines in figure 3-2. These qualities are experienced as
real and duly recorded in the brain as such. They are real, because con-
sumers' minds (more than the brand) have supplied them with that
information. Remove any knowledge of the brand, and the special qual-
ities tend to disappear.

Subtracting Information That /s There

Our minds also subtract information. Information one would ex-
pect to be visible isn’t. We often believe we take in more information
than we actually do. For example, in one study, researchers showed par-
ticipants a short video in which a pendulum in the center of the picture

: illuminating the Mind: Consumers’ Cognitive Unconscious | 69

swings dramatically back and forth. With the first version of the video,
mud splashes appear randomly on the screen. In this version, viewers
didn’t see the pendulum moving. With a second version of the video, in
which the mud splashes are removed, viewers did notice the movement
of the pendulum—and were surprised that they missed it in the earlier
version.

In another experiment, participants counted the number of times a
basketball is passed among a small group of people, as shown on a
video.? In the video, a gorilla walks past the group—but viewers don't
mention seeing the animal. When the researchers showed the video
without first asking the subjects to count, the gorilla becomes the most
conspicuous element of the scene. In the first version of the experiment,
the focus on counting causes people to unconsciously subtract the
gorilla, a presence otherwise remarkable.

We subtract details from our experiences because we have a limited
capacity to hold information at a level of conscious inspection. We can't
afford to attend to cues that are not obviously relevant to the task at
hand if we want to perform that task well. Yet participants’ subtraction
of the gorilla in the previously described experiment doesn't necessarily
mean that they completely discounted the gorilla from the experience.
In all likelihood, had these same participants seen a photo showing a
large number of different animals (including a gorilla) soon after view-
ing the film, their eyes would have moved first to the gorilla.

This tendency to subtract information explains the frequent phe-
nomenon in which people recall an advertisement but not the product
being advertised. What engages our attention is not the brand but some
other element of the message. In another example, a manufacturer of
marine engines brought a group of boat builders to a marine-engine
production plant to impress on them the quality and care with which
the engines were manufactured. The plant manager had developed a
specific list of “learning points” he wanted to convey to the builders.
After the visit, the builders recalled very few of these points while eval-
uating the experience. Upon investigation, the company discovered
that several graphic and clever safety and motivational posters intended
for employees had distracted the visitors. These posters were removed,
and during the next visit the boat builders successfully retained the
learning points.

70 | Understanding the Mind of the Market

Figure 3-3, also shown in chapter 1, graphically demonstrates a
variation of the information-subtraction phenomenon. When viewing
this figure, most people first see either a duck lying on its back or a rab-
bit nibbling grass. Very few people will see both animals at once.

After staring at it, people eventually see whichever animal they
missed at first. The two views will then continue to alternate; viewers
see one animal and then the other. Even when they know that both ani-
mals are present, most people can still see only one at a time. Seeing one
animal requires them to deny unconsciously the presence of the other;
they know it’s there but can't see it.

This phenomenon, in which awareness of one idea requires the sup-
pression of another, helps explain why people may view a brand differ-
ently at different times. The context in which a brand is viewed will
favor the surfacing of one interpretation over another. Thus, a duality or
paradox emerges in consumers' perceptions of a product or service. For

FIGURE 3 - 3

What Do You See?

From Mind Sights by Roger N. Shepard, € 1990 by W. H. Freeman.
Reprinted by permission of Henry Holt and Company, LLC.

Illuminating the Mind: Consumers’ Cognitive Unconscious | 71 ——

example, a person may describe Coca-Cola as invigorating or relaxing in
one setting and as an American symbol or a universal icon in another
context. Package recipients judge the delivery of a package by Federal
Express as slow or fast depending on their own social and psychological
conditions—even if the actual delivery timing is constant. For instance,
if a recipient is eager to receive the package, he will perceive the delivery
time as slow.

These alternating perceptions involving the interaction of uncon- -
scious and conscious processes suggest that firms must be particularly
sensitive to that element of a duality that occurs most often in con-
sumers' conscious minds and what may cause a shift to the uncon-
scious. Companies can then build in cues in the design of a service set-
ting or a product and its packaging and advertising that will encourage
activation of the more “silent” element in the duality.

The unconscious mind represents a significant frontier where marketers
may establish secure beachheads of competitive advantage. Certainly no
firm can claim to understand consumers without colonizing this land of
opportunity. Indeed, companies must grasp how conscious and uncon-
scious thinking interact with and shape one another if they want to
mine the treasures hidden in this frontier. Equally important, marketers
must also understand how their own unconscious minds influence mar-
keting mix and other key decisions. Finally, the mind of the market con-
sists of the interactions of both managers' and consumers' conscious and
unconscious thinking, adding yet another challenging complexity. The
mind is what the brain does, and managers must pay considerable
attention to the mechanics and paradoxes that characterize it.

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Chapter Four

Interviewing the Mind/Brain

Metaphor Elicitation —

Imagination is the soul of the mind

and metaphor its primary nourishment.

The elaboration of metaphors is an
imaginative form of rational thinking.

—Richard E. Cytowic

Vi ARKETING PROFESSIONALS have numerous research meth-
ods at their disposal, including one-on-one interviewing,
surveys, ethnographic studies, projective techniques, and focus groups.
All have their strengths and weaknesses. This chapter begins with a
short commentary on research methods, then focuses on metaphors that
transport unconscious, tacit thought to a conscious level where it may
be examined. The next chapter reviews two additional methods for
interviewing the mind.

About Research Methods

All research methods involve compromises with reality.’ Researchers pre-
fer more than one method whenever possible, because human thought

14 | Understanding the Mind of the Market -

and behavior are too complex for any one method to capture fully. Also,
when different methods converge on the same insight, the researcher
can feel greater confidence in its soundness. Excepting focus groups,
which have little grounding in any science, the most commonly used
market research methods all have situations in which they are and are
not appropriate to use.

Marketers must develop and use research methods that dig deeply
into the mind of the market by taking new approaches as well as
improving upon old ones. Traditional quantitative and qualitative meth-
- ods work well in several circumstances: when managers have substan-
tial brand and category knowledge, when little has changed among con-
sumers or in the competitive environment, where consumers can readily
articulate what they think, and where issues of recall are not present or
relevant. For example, the brand manager who wants to know what
opinion leaders think about an established brand might use a survey,
especially if she knows the relevant drivers of purchase. If she wants to
study the opinion leaders' vocabulary, she could conduct a focus group
exclusively of such leaders.

Tactical issues usually suggest traditional techniques. For example,
statistical analyses of questionnaire data or opinions expressed in focus
groups can help identify the most attractive package design. Marketers
can use scanner data to determine which products to promote together
or whether to discontinue a particular promotion; in-store observations
and scanner data together to assess the value of particular product
placements within stores; statistical analyses of scanner data, simulated
settings, and store exit interviews to assess the effects of lighting, music,
and other in-store environmental cues on purchase volume; and user
observations to determine the utility of an established product or a pro-
totype of a new product.

Standard research methods address basic marketing issues such as:
How do purchase frequency and store preference differ among market
segments and are they changing? How has market share changed
among competing brands? Do consumers prefer product attribute bun-
dle A over bundle B? Is the taste of formulation A preferred over formu-
lation B?

Standard methods falter in addressing such important issues as:
What frame of reference do people use when thinking about a brand?

' Interviewing the Mind/Brain: Metaphor Elicitation | — 79

Why do consumers prefer one attribute bundle over another? What role
does a product play in consumers' lives? How do consumers feel about
the basic problem a product is designed to solve? What do people mean
by “good health,” “luxury,” “managing money,” or “a company I can
trust”? Why are consumers loyal to a particular brand? What are the
dimensions of the customers’ total experience with a product? What
latent needs are causing consumers to use a product differently in differ-
ent situations?

In these cases, marketers need methods that go beyond what cus-
tomers can readily articulate—that get at what people don’t know they
know. This is more critical than ever before, as rapid technological
change requires managers to understand consumers’ latent needs. Put
differently, people’s responses to very new products and services are
governed by their deeply held and hard-to-express thoughts and feel-
ings rather than by surface-level attitudes and opinions. The more radi-
cal the product, the more important is the unconscious mind in
accounting for the acceptance or rejection of the innovation.

The most limiting aspect of research, however, does not stem from
inherent compromise but from human nature. That is, the person using a
method—rather than the method itself—most determines both the benefits
and problems that the method will generate. These limitations come largely
from the inappropriate matching of a method to a problem. Sometimes, too,
researchers forget or ignore the compromises that a method entails and
present findings as more robust and reliable than warranted.

Trained in mathematical sociology, I favor survey research and tech-
niques that require thoughtful statistical analysis. Advances in mathe-
matical analyses permit more sophisticated inferences and promise
to dig deeper into customers’ and consumers’ unconscious minds.”
These inferences, however, must still be informed by important
advances about how customers think. They must also build on deep ini-
tial explorations into relevant thoughts and feelings, the building blocks
of sound quantitative inferences. The new insights from several disci-
plines introduced here, plus recent advances in qualitative investiga-
tions to be discussed here, should benefit the more quantitatively ori-
ented researchers.

I highly regard various observational techniques when skilled
observers use them, whether in laboratory settings, a consumers home,

i6 | Understanding the Mind of the Market: 1

a retail store, a customers office, or a manufacturing plant. At the same
time, these techniques simply cannot uncover all the important aspects
of consumers' unconscious and conscious thoughts and feelings. Given
the prominence of the unconscious mind, or the cognitive unconscious,
we must augment existing research methods with methods designed
SEES to probe unconscious cognition.?

“Penetrating the Mind by Metaphor"

As we saw in chapter 3, the unconscious gives the orders and the con-
scious mind carries them out. Or, as Gerald M. Edelman and Giulio
Tononi, authors of A Universe of Consciousness: How Matter Becomes
Imagination, put it, “Unconscious aspects of mental activity, such as
motor and cognitive routines, and unconscious memories, intentions,
and expectations play a fundamental role in shaping and directing our
conscious experience.”

If the unconscious mind is so powerful—and so elusive—must
managers and consumer researchers despair of ever surfacing the treas-
ures within it? Happily, no. Researchers from various disciplines have
developed numerous devices for mining the unconscious and using
those revelations to create real value for consumers.5

One particularly intriguing device involves metaphors.’ By inviting
consumers to use metaphors as they talk about a product or service,
researchers bring consumers' unconscious thoughts and feelings to a
level of awareness where both parties can explore them more openly
together. The appendix to this chapter provides guidance for doing this.

Because metaphors can reveal cognitive processes beyond those
shown in more literal language, they can also surface important thoughts
that literal language may underrepresent or miss completely? For this
reason, specialists in clinical psychology and psychiatry are increasingly
using metaphor elicitation to help patients make unconscious experi-
ences progressively more conscious and communicable.

Metaphors direct consumers' attention, influence their perceptions,
enable them to make sense of what they encounter, and influence their
. decisions and actions.’ Therefore, understanding and influencing con-

Interviewing the Mind/Brain: Metaphor Elicitation | — 77

sumers’ thoughts and decisions—and designing more valuable offerings
for them—requires an exploration of the metaphors they use.

Like much research on metaphors, this book treats them broadly to
include similes, analogies, allegories, proverbs, and the like. All of these
forms express one thought in terms of another. Historically, novelists
and poets have used vivid imagery in metaphors to express love, desire,
pain, and life in general. However, metaphor making is a fundamental
aspect of the mind.!° Indeed, metaphors have a neurological foundation,
which accounts for their prominence and operation.” Different social
contexts, ranging from a people's overall cultural environment to small
social cliques, affect the way these wirings operate.

More firms are using metaphors as a formal way of understanding
their customers.!2 Some use consumers’ metaphors to develop entire
new lines of business. For example, Hallmark launched a new division
based on the insights gained from consumer metaphors relating to
memory. A major European-based cosmetics company has used three
core metaphors it discovered in consumers’ thinking to develop new
beauty-care product lines. Still other firms, such as Bank of America,
Samsung Electronics, Procter & Gamble, Schieffelin and Somerset,
DuPont, and Diageo, have used consumer metaphors to generate new
product and service ideas. Other companies, including Glaxo Well-
come, Immunex, Hewlett-Packard, McNeil Consumer Healthcare, Mer-
cedes, and the Story. Development Studio, have made explicit use of
metaphors for understanding auto design preferences; the experience of
medical conditions such as high cholesterol, rheumatoid arthritis, and
erectile dysfunction; home health care issues; and audience reactions to
film and television programming content. In all cases, these firms spent
considerable time understanding the basic nature of metaphoric
thought, not just examining the consumer metaphors they found inter-
esting. Then they adapted their communications and offerings to meet
the needs represented in consumers’ metaphors, based on knowledge of
how metaphors work. Metaphors have a strong presence in advertising.
For example, the muscle-bound man climbing out of a bottle to clean
floors, the giant in the washing machine, and the Rock of Gibraltar all
represent security and strength. The challenge, however, is to make
tacit thinking about metaphor explicit so that the powerful role of

18 | Understanding the Mind of the Market

metaphor in consumer (and manager thinking) can be leveraged more
effectively. |

Metaphors can hide as well as reveal thoughts and feelings.? An
example comes from a study conducted for the Lifetime Television net-
work on how women see their day. One interview participant brought —
with her a picture of a solitary tree growing in a barren landscape. Ini-
tially, the interviewee used this picture to describe her sense of loneli-
ness, a lack of help in raising a preschool-age son, and the absence of
recognition of her struggles. In short, the tree represented the woman's
solitary effort. Later, when the interviewer revisited the image in a differ-
ent way with the interviewee, an additional—and dramatically differ-
ent—interpretation of the picture emerged from the interviewee.
(Remember the rabbit-and-duck picture in chapters 1 and 3?) In this
alternative interpretation, the tree represented the woman's sense of
achievement and her courage in the face of difficult odds. Other women
who used different metaphors echoed the dual meaning of the lonely
but strong tree. As a result, the network incorporated these ideas into a
film script about strong but lonely women. |

When properly elicited and interpreted, consumers’ metaphors can
uncover deep as well as surface-level thoughts.* Wini Schaeffer, a
Motorola manager, describes how the use of metaphors has *enormous
implications for positioning products. . . . You get answers to questions
that you never thought to ask. I can’t imagine you'd get that from a
survey.” DuPont researcher Glenda Green describes how metaphor-
based research provided the first positive things they could act on
in their marketing of hosiery. The metaphor research provided "inten-
sity, texture, and depth that we'd never gotten from other studies . . .
bringing out subtleties related to sexual issues that you don’t get in
a straight interview. Also, rather than a love-hate attitude toward hosiery,
we discovered something more complex, a like-hate relationship." As a
result, hosiery manufacturers and their distributors changed their ads to
include images of sexiness and allure along with images of super-
competent career women. One company began including cards with a
yin-yang symbol in its packaging to acknowledge the like-hate feelings
woman held, and on the other side of the card, a personalized quote to
convey a message of understanding and female affirmation.!6

Interviewing the Mind/Brain: Metaphor Elicitation | E

If managers understand the full range of metaphors consumers use
to think about a product, they can design more effective communica-
tions about the brand and increase the likelihood of a purchase. For ex-
ample, managers at a major Midwestern bank found that their small-
business customers used metaphors relating to vitality when evaluating
banking services. In response, the bank designed more meaningful ma-
terials to communicate with these customers in a way that spoke to the
need for vitality. A leading architectural firm has used metaphor-elicitation
techniques with their residential and commercial clients to help align
architect and client thinking.

A Closer Look " Embodied Cognition

Many metaphors consist of references to physical motion, bodily sen-
sations, or sensory experiences. This *embodied cognition" isnt sur-
prising: We begin creating metaphors early in life in order to make
sense of our world. The systems we experience most intimately at this
and later stages throughout our lives are related to our bodies. Con-
sequently, many metaphors rooted in our sensory and motor systems
link the outside world with the brain. Here are just a few everyday
examples:

“I hear what you are saying” reflects comprehension.

"You'll see" forewarns or predicts a future state.

"Those rules stink” indicates repugnance and dissatisfaction.
"What a touching scene" conveys a special feeling about a situation.
“She's a pain" indicates irritation.

"Don't get ahead of yourself" suggests slowing down.

"She' a go-getter" describes motivation.

"Hes falling behind in his payments" describes tardiness.
"I'm feeling really up" describes a mood.

"He lords it over us" portrays an attitude.

"Lend a hand" refers to a request for or offer of assistance.

“I got a kick out of that” describes a type of reaction.

“She's in it up to her neck” suggests trouble.

80 | Understanding the Mind of the Market

Numerous disciplines provide evidence that abstract thought is
often rooted in sensory and motor systems. That is, we use our senses
and our bodies as metaphors to represent ideas that have nothing to do
with the specific sense or body part. Since these systems have one.pur-
pose—to inform us about the world and help us navigate within it—not
surprisingly, we rely on them to help us represent our abstract thoughts
and actions." Neuroscientist Antonio Damasio has this to say about
embodied cognition:

The lower levels in the neural edifice of reason are the same ones that
regulate the processing of emiotions and feelings, along with the body
functions necessary for an organism’s survival. In turn, these lower levels
maintain direct and mutual relationships with virtually every bodily
organ, thus placing the body directly within the chain of operations that
generate the highest reaches of reasoning, decision making, and, by
extension, social behavior and creativity. Emotion, feeling, and biological
regulation all play a role in human reason. The lowly orders of our
organism are in the loop of high reason.!8

And as linguist George Lakoff and philosopher Mark Johnson
explain:

[From a biological perspective,] it is eminently plausible that reason has
grown out of the sensory and motor systems and that [reason] still uses
those systems or structures developed from them. . . . [This] explains why
our system for structuring and reasoning about events of all kinds should
have the structure of a motor-control system.!?

Embodied. cognition in metaphors is universal among human
beings. Every culture and every society uses such expressions, although
they may emphasize different senses and motor systems in expressing
particular thoughts. Box 4-1 provides additional examples of embodied-
cognition metaphors, all of which are present in one form or another in
all cultures. Because embodied cognition is so basic and automatic, we
often fail to appreciate such metaphors’ special power to reveal more
complex, hidden meaning.?°

Interviewing the Mind/Brain: Metaphor Elicitation | 8

ae a IM GUMCUMZGNGINMMENCOM UNS C EUER SEUM

Box 4-1

Sample Metaphor Categories

. Linguist Andrew Goatly has identified several metaphor categories
that apply across cultures?! Notice the prominence of embodied cog-
nition, as well as references to the impact of the natural world on our
physical world, in this classification scheme. Metaphors from diverse
market research projects conducted by Olson Zaltman Associates
illustrate each category.

Human qualities: Dead, lively, living, overwork, bring to mind, dis-
sect, mutilate, flesh out, body, backbone, head, shoulder, heart,
scar, hand. The project conducted for Lifetime Television concern-
ing how women picture their day brought forth the following quo-
tation in reference to an image of a heavily damaged ceiling: "That
is how my heart feels all day. It wears a big scar."

Plants/vegetables: Take root, uproot, transplant, plant, blossom,
bud, barren, green, seasoned, peel, grow. While exploring the
learning environment at General Motors, one executive described
his responsibilities this way: “The first thing | had to do was to nur-
ture new ideas and have patience while they grow. Give them a
chance to bloom.”

Games: Volley, ball's in your court, kick off, start the ball rolling,
opponent, goal, strike out, foul, win. The CEO of a services firm
who described difficulties in recruiting talented personnel
explained her initial philosophy for finding promising talent: “We
didn't want people who hit singles all the time. We wanted the
grand slammer, the person who scores touchdowns, not goals."

War/fighting: Battle of wits, in-fighting, truce, attack, strike,
defend, resist, bombard, fire away, shoot mouth off, shoot down
ideas, point blank, ammunition, flak, double-edged sword, com-
bative. The same services-firm CEO also noted: “We were shoot-
ing ourselves in the foot. In any event, we have stopped sabotag-
ing ourselves and are pretty aggressive with anyone promising."

i (continued)

82 | Understanding the Mind of the Market

Liquids: Spout, leak, pour, spit, brim over, dry up, in midstream, ©
torrent, stream, against the tide, mainstream, new wave, hold
water, drained, test the waters, hot water. A study on what it
means to have breakthrough thinking in globally networked
organizations illustrates the liquidity of ideas. As one CEO partici-
pating in the study commented, “One breakthrough idea can be a
tidal wave sending people scurrying to higher ground for protec-
tion.... But people are just afraid to swim in moving waters, they
prefer wading in a stagnant pool.” |

Walking/running: Run over/through, as the saying goes, he
goes over and over, stop, ramble, wander, sidestep, roundabout,
falter, halting, stumble, retreat, find your way, passage, maze.

A project involving trial users of Febreze, a spray-on product

for removing odors from fabrics, produced a number of motion
metaphors: "People will be tripping over themselves to get

this stuff." "Before using this on my clothes you could see
people step back from me when | got near; | guess it was all my
smoking.”

Food/drink: Food for thought, half-baked, raw, sweet, rehash,
spill, drink in, chew on, ruminate, digest, regurgitate. A project for
the Story Development Studio analyzing a script for a feature film
invoked several food and drink metaphors: "| thought it would be
just warmed-up leftovers from Police Academy." "This had my
stomach going." "It'll be just another puke film."

Money: Cheap, rich, payback. A study for Citibank concerning
retail banking operations provides these examples: "The place
oozes money ... not because it's a bank, but the marble floors and
even the smell inside says 'class' like a house from the 'Rich and
Famous." In a study of attitudes toward financial planners, the
money-as-wisdom metaphor was evident: "If they [financial plan-
ners} are so smart, why aren't they rich?"

Cloth/clothing: Texture, material, weave, tag on, tailor, fabricate,
decorate, embellish, padding. The Lifetime Television project
involved many clothing metaphors. For example: "You just don't
outgrow some memories the way you do your jeans.” "| wish the `

Interviewing the Mind/Brain: Metaphor Elicitation | — 83

creeps could be in my shoes even for an hour, even fifteen min-
utes.... They'd button their mouths up fast.” .

Movement/transfer: Drop, release, throw, pass, take back, ex-
change, put, pose, place, catch, gather, extract, find, store, hold,
hang on, vacillate, tough going, advance. A Procter & Gamble
study of consumers’ weekly grocery experiences provides this -
example: "I wish | could just chuck the whole experience out the
window." Someone who engaged in boutique shopping said:
"IVlisiting a boutique even if | don't buy anything is a kind of rush.
It sort of raises my mood.”

Vehicles/vessels: Launch, go under, captain, crash, run, embark,
torpedo, lifeline, pilot, wreck, harbor. Another project addressing
parent-child relationships produced several vehicle-related
expressions: "After an hour with the kids shopping for school, I’m
a complete wreck. They drive me crazy." "Dealing with him is like
being on a roller coaster, except that on a roller coaster you know
it's going to end soon."
Weather: Atmosphere, climate, sunny, dark, gloomy, hot, cold,
cloud, frosty, storm. A project about motivation among R&D teams
- in an electronics company provides these examples: "[The team
leader] blows hot and cold; you just can't forecast his reaction."
"The team can be all excited until he calls the meeting to order,
and then it's like a cloud moving across the sun." "Compared to
my last company this is a breath of fresh air."

Vision: See, overlook, watch, search, transparent, faint, murky, in-
distinct, enlighten, screen, picture, sketch, sparkle, bright, blind,
focus, short-sighted. Vision is a fundamental metaphor for expres-
sing comprehension (“I see what you mean"), an unusually
perceptive person ("She's a true visionary"), an attitude ("See?" as
in “I told you so"), and so on. Probably no other sense is used so
often in metaphor in so many different ways. For example, a proj-
ect on sincerity in advertising generated such expressions as ‘|
could see right through them," "It's all smoke and mirrors,” and
“They try to pull the wool over your eyes'—all of which referred to
the firms that had created the ads.

BucNunc mu meme DM MC om m P P SRETU ME TS ETRE
(continued)

04 | Understanding the Mind of the Market

Places: Lot, sphere, spot, near to, away from, enter, exit/leave,
occupy, fill/empty, void, abandon, possess, sucked into, tied to,
exclude, boundary/line. A project on spirituality encountered refer-
ences to "finding an inner void,” “filling a void,” “abandoning my
roots,” “falling into a rut,” "becoming one with the universe,” and
“leaving old ways behind." An investigation of people's attitudes
toward germs generated expressions such as, "They are every-
where,” “Germs know no boundaries,” "It's like a doctor's office,
not a lived-in home.”

carrera arse FORTRESS OLE SAG STN MELISS BD SO oT UU T

Social Constructions

As box 4-1 suggests, people in all cultures face the same basic problems
and key events in life; not surprisingly, they display similar responses to
those problems and events at a fundamental, level. For example, every
society has developed belief systems involving justice and punishment,
commerce, and the production of goods and services. Many social
beliefs and practices pertaining to community, religion, family, games,
and work have coevolved with and even influenced our physiology.”
Expressions of these fundamental domains appear in every society's day-
to-day speech, although different societies use different expressions. For
instance, consider the domains of family and community, religion, and
sports.

FAMILY AND COMMUNITY:

* “She's in a family way" refers to a pregnancy.

* “She's like a sister to me” conveys a sense of bonding.

* “Somehow we never connected” describes the absence of a solid
relationship.

* “She got left out" refers to social exclusion.

RELIGION:

e "Hes the high priest of comedy" suggests professional status.
* “What an angel" expresses appreciation.

Interviewing the Mind/Brain: Metaphor Elicitation | 85 -

e “Whatever possessed me" indicates loss of control.

° "Stop preaching at me" rejects someones behavior.

e “He received the family’s blessing" describes acceptance.

SPORTS OR PLAY:

e “She hit a home run with that speech” represents success.

° “He scored points with employees” reflects making a good
impression. |

e “He struck out” expresses failure.

These core institutions—sports, religion, politics, family, law, and
many others—inspire a number of expressions that we use to convey
thoughts completely unrelated to those institutions. Moreover, many of
these expressions combine social, sensory, and motor metaphors. For
example, “heads of state” command “foot soldiers,” and in most societies
“higher up” is better than “lower down.”

Metaphors in Action

So far, we've had just a glimpse into how some companies have used
metaphor elicitation to better understand consumers. But managers
have also used metaphor to help understand their own thinking. The
following examples shed light on both uses of metaphor.

“They Try to Skin You"

In this study, researchers asked consumers to collect pictures from
any magazines, newspapers, and other sources of their choice that rep-
resented the thoughts and feelings that came to mind when they
thought or heard about a particular credit-card company. Participants
were to bring these pictures to an interview and talk about them there.

One consumer offered a picture of a meat cleaver to express the
treatment she experienced from this firm. “They try to skin you,” she
commented. Later in the interview, her interpretation of the image

88 1 Understanding the Mind of the Market | m

shifted. Originally, she had spoken of the company as being the aggres- |
sor, but later she described the meat cleaver as.a weapon she used
against the company. Specifically, in a composite image that she created
near the end of the interview, she depicted the meat cleaver as severing
a credit card. In the picture, several other former consumer *victims"
wielded the handle of the knife. By engaging in this activity, these
‘consumers transformed themselves into “victors” in a battle with the
company. Without the added stimulus of the pictures, such deep
thoughts and feelings as these might have remained hidden during
the interviews.

"Godzilla Should Go Away"

- Metaphors can also help managers understand their own thoughts
and actions. For example, one global industrial-goods manufacturer
used metaphor elicitation to explore executives' experiences with inno-
vation within the company. (More and more firms are using this tech-
nique to address internal organizational issues, especially issues about
change, learning, and diversity.)

Below is an excerpt from one three-hour interview. The italicized
- words are those of the interviewee. The picture of Godzilla that is refer-
enced is just one of several pictures that the manager was asked to find
before coming to the interview that would.help describe the experience
of being innovative in the company.

[T]here is a picture of Godzilla. Godzilla depicts people who are the
protectors of the old way of doing things. Maybe that is management.

How do you feel toward the Godzillas when it comes to
innovation?

I feel that Godzilla should go away and let the people learn how to
defend themselves or go on the offense to stop whoever is coming. I
would call this ingenuity and innovation. Down the leg of Godzilla is
the word “Princeton” because of the style Princeton uses when it plays
basketball, a very slowed down style, very methodical, but they do
win most of the time. So I’m not saying that’s a bad process, but I
think it hinders the innovation process, because it slows it down.

Interviewing the Mind/Brain: Metaphor Elicitation | | 87

So, how would you relate that to the way you approach innovation?

I would be on a different team—one that's full of a lot of people who
can play on a team, but have individual characteristics.

Any reason why Godzilla is as big as it is?

Yeah, Godzilla is tough to handle, very strong, built on "This is the
only way of doing things," which has worhed [in the past]. It hard to
beat Godzilla. | |

As a metaphor, Godzilla represented this managers view of senior
managers who protected old ways that impeded learning, moved
methodically and slowly, and, ultimately, obstructed innovation. This
particular manager preferred to be on a team that valued and encour-
aged individual expression. At a deeper level, she expressed feelings
about the power of the status quo, a lack of speed at the company, the
need to fight a discouraging internal attitude, and isolation.

As it turned out, many others in the firm shared these feelings. The
revelations generated by the metaphors compelled senior management
to take action. They decentralized and simplified the process of initiat-
ing new plans and procedures to offer additional autonomy to people.
Months later, an audit found that more new ideas emerged successfully
in the eight months after these changes than had emerged in the prior
two and a half years.

“Negotiating with a Gorilla with a Huge Chip on His Shoulder"

Another study, this time about how industrial customers viewed
corporate image, involved a picture of a gorilla. In this project, man-
agers talked about what they believed purchasing agents thought of
their company. This information was then contrasted with findings from
interviews with purchasing agents about their views of the company.
While some ideas overlapped, especially those relating to product qual-
ity, their thinking clearly diverged in certain areas. Two of the purchas-
ing agents, reflecting the thoughts of many others, brought in pictures
of gorillas. In one case, the gorilla reflected the companys obstinacy in
negotiations. In another, it depicted an insensitivity to the purchasing
agent's needs. In contrast, managers from the vendor brought positive

88 | Understanding the Mind of the Market

pictures to describe how purchasing agents saw them, such as people -.
shaking hands, a doctor speaking with a patient, someone tending a gar-
den, and a mother and child baking a:cake together. Subsequently, the -
vendor worked to close the gaps between the managers' and purchasing
agents' perceptions of the company and developed a survey based on
the issues surfaced by metaphor elicitation. The firm now uses this
method periodically to monitor purchasing agent attitudes. .

- Values-Cues Research

General Motors uses metaphors in its Value-Cues Research program
for designing vehicles, advertising, and dealership appearances. In a
recent study, GM hired researchers to ask consumers to bring objects
expressing "optimism" to a one-on-one interview. One participant
brought an image of a champagne flute. The interviewee explained that
the flutes simple, open design expressed many things, including the
dawning of a new day. GM's designers then used this understanding
to convey optimism in their car designs. One design-team member re-
marked, “It would be impossible to do this relying only on verbal cues.
Getting customers to express themselves in the same design vernacular
we use goes right to the heart of how we connect with them."

In another metaphor-elicitation project, General Motors' designers
asked consumers to show them photos of *friendly" watches. Respon-
dents chose watches that were easy to read and could stand up under
abuse. The dominant design features of these watches included a large
face, easily legible numbers, and a low-tech, nonindustrial "feel." Study
participants also chose watches that appeared “fun.” “Fun” was ex-
pressed through color; “innocent, silly” shapes; a round face; and
designs "that make you smile," look comfortable, and invite comments
from others.

To its amazement, the design team also learned that “slight changes
in design can drastically change the metaphor conjured up by cus-
tomers.” With watches, as with human faces, the difference between a
mean and friendly look can be very subtle indeed. That's why the Value-
Cues Research program uses “in-depth one-on-one interviews rather
than focus groups to probe deeply and figure out why a subtle change in
design produces a major change in the metaphors used to describe one

- Interviewing the Mind/Brain: Metaphor Elicitation | — 89

design option versus another,” according to Dr. Jeffrey Hartley, a psy-
-chologist and manager of Brand Character and Theme Research at Gen-
eral Motors.

By asking consumers to use nonautomobile examples, the re-
searchers gained a more complete understanding of the diverse mean-
ings of "friendly" as potentially relevant to automobiles. In fact, in most
of its metaphor-elicitation research, Olson Zaltman Associates asks con-
sumers to bring in pictures that don't show the product in question, but
depict their thoughts and feelings about that product, service, or experi-
ence. Thus, in a study of the essence of Mickey Mouse, OZA asked con-
sumers not to choose pictures relating to or including Mickey or Disney
in general. As a result, consumers thought more deeply about the topic
and produced more valuable insights than otherwise would have been
the case.

Metaphors Involve Mental Models

Metaphors do not exist as words in memory, but as networks of abstract
understandings that constitute part of our mental imagery? We call
these networks consensus maps when a group of people shares them. Fig-
ure 4-1 shows a simple consensus map of consumers’ understandings of
Chevrolet trucks in terms of a rock, in response to Chevy's “Like a rock"
advertisement, one of Chevy's most successful. The company designed it
based on metaphor-elicitation research with consumers; as a result, it
effectively identified the associations present in the thinking of dedi-
cated Chevy truck owners and then, through advertising, established
these associations in the thinking of a broader truck-buying public (see
figure 4-1).

The phrase "like a rock" inspires four basic associations in con-
sumers minds: “rock” with “take abuse"; “Chevy” with “reliable”;
“Chevy” with “rock”; and “take abuse” with “reliable.” When consumers
make a connection between the idea of a Chevy truck and the idea of a
rock, they attribute certain rocklike qualities, such as the ability to take
abuse, to Chevy trucks and translate them into notions of reliability and
ruggedness. Figure 4-1 shows how these qualities enter consumers’
awareness directly through advertising or other marketing decisions.

90 | Understanding the Mind of the Market

FIGURE 4- 1

Metaphor Structure for Chevy Trucks

Rock ——————————- Chevy Truck

Take Abuse —————————————— Reliable, Rugged

These qualities in turn are embodied in the Chevy truck logo. Thus the
mutual influence between marketers and consumers flows back and
forth, as each responds to the others metaphorical communication.

Another example of how companies both represent and influence
consumers thinking through metaphor is the Folgers “Coffee Dancer” TV
commercial. The ad shows a young woman waking up in the early morn-
ing, enjoying a cup of coffee, becoming increasingly alert, and finally par-
ticipating in an energetic dance rehearsal, presumably later that same
morning. The music in the ad starts out slow and then quickens its pace,
mirroring the womans physical movements. The associations here
include “Folgers Coffee" and “dance”; “dance” and “energy”; “Folgers Cof-
fee" and “being alert”; and "energy" and “being alert.” The ad further sym-
bolizes the idea of alertness through its. depiction of the connection

. between energy and dance. The creative staff of an advertising agency
also developed this idea based on its analyses of the metaphors that con-
sumers used to describe the experience of drinking coffee.

Clearly, social and physical experiences interact strongly to produce
the metaphors in our minds. Figure 4-2, which shows how one con-
sumer thought about smoking and the neutralization of cigarette smoke
in her home, provides a simple framework for thinking about these
associations. The figure also reveals the ways in which social and physi-
cal experiences work together to influence how consumers communi-
cate about their problems and how marketers can present information
about the products intended to solve them.

A company created this figure by eliciting consumers’ metaphors
describing their experiences with smoking and with using a smoke-neu-
tralizing product for fabrics during in-home trials. One respondents
data illustrates this point. Like others in the same study, this person

Interviewing the Mind/Brain: Metaphor Elicitation | gt

FIGURE 4-2

a —————

The Interaction of the Social and Physical Experience

Physical World
Sensory Motor

... others are watching me... ... can’t wait to get out...

Problem

Social Container;
` World movement

Solution | ...aren't stink i ... they think I’ve
bombs anymore... kicked the habit...

found cigarette-smoke odor to be more than just a sensory experience; it
affected her image as a person, a homemaker, and a mother.

According to this consumer, the smell of smoke stuck to her kids
clothing, her furniture, and the inside of her car. She commented, “I feel
others are watching me when my kids visit their home." This statement
conveys a social problem (disapproval by others) linked to the sense of
vision (cell 1 in the figure). Later in the interview, the woman said, "I
know when they drop by here to pick up their kids they can't wait to get
out.” This statement also reflects a social problem (“They can't wait") but
is linked to physical motion through expressions such as “pick up" and
“get out” (cell 2 in the figure). At another point in the interview, while
discussing how the odor-neutralizing product worked, this same partici-
pant commented, *Now when my kids go over to a friends house, they
aren't stink bombs anymore." Thus the consumer sees the product as a
solution to a social problem because it defuses a “stink bomb" (the smell
of cigarette smoke on the kids’ clothing; cell 3). The kids’ no longer
smelling of cigarette smoke suggests cell 4, revealed by the womans
comment, "they think I've kicked the habit" This same consumer
described using the product on her car upholstery. She said it enabled
her to offer rides to friends without embarrassment. "So long as I get rid
of the butts, they think I've kicked the habit"—Aanother example of cell 4.

Notice that the consumers statements have direct and indirect refer-
ences to “containers,” things that hold other things. This participant
mentioned containers such as "a stink bomb," a home (both her own

92 | Understanding the Mind of the Market

and others' homes), her car, and clothing and upholstery (which absorb
cigarette smoke). Thus the researchers placed the word “container” in |
the center oval to show that it is a more fundamental thought—a core
metaphor—that generates the thoughts located.in each of the four cells.
Another candidate for this center oval is the idea of movement: walking
stink bomb; a bomb explodes, spreading its contents; her kids’ “going
over to” friends’ homes; other parents’ picking up their kids and being
impatient to leave her home; people riding in her car; her “kicking the
habit”; and so on.

Using Metaphors to Discover Products
That Meet Consumers’ Needs

The significance of metaphors for marketing managers comes from their
centrality to consumers’ imagination. Understanding consumers’ meta-
phors enables managers to imagine the nature of consumers’ needs with
respect to discontinuous innovations outside of consumer experience
and beyond the reach of more conventional, literally oriented research
tools, With that information in hand, managers can tailor their commu-
nications to consumers, as mentioned earlier. But even more important,
they can envision new, more effective ways to respond to those needs
through specific products and services. The interplay of consumers’
own metaphors with those used in marketing communications also
enables consumers to imagine how companies’ offerings might satisfy
their needs.

In short, metaphors are the primary means by which companies and con-
sumers engage one another attention and imagination. Consumer needs
are metaphors representing potential product ideas to managers who
can interpret those needs in terms of new products or enhancements to
existing products. Similarly, consumers see a firms offering as a meta-
phor—a representation of a potential solution to a problem.

The metaphors a company uses in its advertising messages strongly
influence how consumers interpret the messages or see a products
value. Thus firms must take great care in selecting metaphors.?* Simi-
larly, the right metaphor can cause consumers to "see" information in an
ad that is not actually present anywhere in the ad'5 text or graphics. For

Interviewing the Mind/Brain: Metaphor Elicitation | 93 .

example, when consumers view a beverage ad depicting a koala bear,
most of them conclude that the beverage is intended to be consumed
warm. By contrast, when they view an ad showing a polar bear, they
conclude that the drink should be consumed cold. In one study, an ad
showing a koala bear paired with a cold beverage produced confusion
among consumers.

Establishing the relevance of a product innovation to a consumer .
need is a challenging task for managers. It requires uncovering the
metaphors consumers use when thinking about a problem or need and
using those metaphors to develop new products, modify existing offer-
ings, and demonstrate a connection between the products and the con-
sumers problems. The task becomes even more challenging when con-
sumers don't understand their own needs or how new technologies
relate to them. In this case, using metaphor elicitation to help con-
sumers articulate their experiences can prove essential. According to
Stephen Cole, an expert on the use of metaphors for developing mail
surveys and perhaps the only experienced market researcher holding a
doctorate in the field of philosophy:

Nearly all of the most successful new products I've studied in several
industries over the years have involved managers or engineers
making clever use of buyers’ metaphors in conceiving, designing
and introducing new products. The biggest flops [occur] when
metaphors are ignored as a way of establishing a real connection
with buyers.”

Identifying Core Metaphors

Like the thoughts and feelings they represent, some metaphors are
surface-level and explicit while others are deeper and more tacit or
unconscious. Understanding these deep or core metaphors can help
marketers identify some of the most important but hidden drivers of
consumer behavior.

Recall from box 4-1 how several basic metaphor categories or
themes emerge from everyday phrases and from figure 4-2 how the
statements in each cell imply deeper thoughts about containers and

94 | Understanding the Mind of the Market

movement. Two additional examples will clarify the contrast between
surface-level and core metaphors. 7

Indigestion and the Core Metaphor of "Balance"

A consumer participating in a research project for an over-the-
counter treatment for indigestion commented on a picture of dollar
bills, “I know that when I eat rich food, I'll pay for it later.” Another per-
son remarked on a picture of a chef: “Moderation is the key. You’ve got
to learn what exactly is the right amount [of food] for you and what
things accompany other things well.” Both people used metaphors of
wealth and money—"rich" food and “paying for it.” But on a deep level,
these metaphors also express the concept of balance. In the first case,
the participant alluded to the idea of moral balance (the sin of over-
indulging is offset by paying later). In the second case, the individual
implied the idea of material balance (not too much and not too little) and
systems balance (eating foods that go together).

For both consumers, the concept of balance underpins their way of
thinking about indigestion. The first consumer made other observations
related to balance, such as: “Some days its like being on this seesaw.
You're up and then you're down. You take something and then you're up
again for a little while before plunging back.” The second consumer
implied a social imbalance when discussing a picture of the scales of jus-
tice: “It just isn’t fair that some people eat anything they want and get
away with it, and I can't. Its not right.” Yet neither consumer explicitly
mentioned balance or imbalance. Rather, the idea of balance is a kind of
magnet around which many thoughts about indigestion cluster. These
thoughts then take the form of surface metaphors to convey more spe-
cific ideas.
~ Owing to the prominence of the core metaphor of balance (ex-
pressed by nearly everyone in the study), the company decided to make
this metaphor the keystone of its indigestion-aid advertising strategy.
This concept replaced the idea of relief as the primary benefit of an in-
digestion aid. Balance and relief are related, but the core balance
metaphor expressed consumers' larger need: They sought products that
would help restore and maintain their relief in order to experience bal-
ance, not the other way around. This shift represented a unique posi-
tioning in the industry, given that competitors stressed relief as the ulti-

Interviewing the Mind/Brain: Metaphor Elicitation | 95

mate purpose of an indigestion aid (without understanding why con-
sumers wanted relief).

After the ads aired, the company credited the new strategy with an
immediate significant increase in unit sales. Equally important, the
company performed this metaphor-research project before issuing its
creative brief to the advertising agency. By thinking about metaphors
early in the creative process, managers could focus on deeper levels of
consumer thought and not get bogged down by surface comments.

Telephone Help Lines: Force and Movement

An additional core-metaphor example comes from a study in which
a major software provider explored consumers’ thinking about the com-
pany’s telephone help line. In the study, one consumer complained that
trying to get “good service from a help line is like banging your head
against the wall.” Another customer, speaking about the same help line,
noted: “[They] respond in a flash. Like greyhounds chasing a rabbit.”
While each consumer used different imagery and represented dramati-
cally different experiences, both expressions strongly suggested force
and movement. Other consumers offered additional statements suggest-
ing force and movement: “the speed of molasses,” “getting me going
again,” “stuck,” “slam down the receiver,” and so on. While “getting me
going again” and “slam down the receiver” suggested increased move-
ment, other phrases—such as “the speed of molasses” and “stuck”—
implied a lack of movement. This absence of force and movement is
especially salient—that is, noticed —among consumers, because people
expect help lines to “get them moving again quickly.”

In this example, force and movement are core metaphors that guide
the expression of more specific (and sometimes contradictory) thoughts
and feelings about telephone help lines. By focusing on the core
metaphors, the company could tailor its communications and services
so as to address all its customers’ needs, rather than make the all-too-
common mistake of trying to address conflicting, surface-level needs.

The companys managers used the metaphor-elicitation research
to improve their help line in several ways. For instance, they trained
help-line personnel to use movement and force metaphors during
conversations with consumers (“Lets conquer the problem,” "Lets get
you going quickly,” and “It’s a slam dunk"). The company also added the

96 | Understanding the Mind of the Market

image of a lightning bolt near the help-line phone number on its pack-
ages and in its instructional materials. This image suggesting force and
movement reassured potential purchasers that they could get fast, effec-
tive help when they needed it.

To identify core metaphors, managers and researchers must make
judgment calls about consumers' most profound, unconscious thoughts.
This may sound difficult, but we all do this kind of thing all the time.
For instance, a colleague may ask us what a person or experience is like,
"in a word." Managers use the same process to identify a new market
segment based on the dominant shared characteristics within a group of
potential or existing customers. Marketers simply must extend this
practice to their analysis of surface metaphors so as to discover the core
metaphors. The ability to identify core metaphors can be developed
with modest training or assistance. It does not require a degree in litera-
ture or linguistics or psychoanalysis, but simply a little practice inter-
preting metaphor-elicitation data.

A Closer Look at Core Metaphors

Like other unconscious processes, core metaphors have a neurological
foundation. Indeed, we can think of a core metaphor as akin to the
root of a tree: It serves as the foundation of the tree's trunk, branches,
and leaves (which are akin to surface metaphors). While each part of the
tree is unique, they are all pieces of a whole. However, the roots are
essential for the emergence of the trunk and leaves.

Companies find core metaphors helpful in several ways.

* They generate ideas for positioning a product, such as providing
balance.

* They guide the development of a firm’s image; for example, as a
nurturing caregiver.

* They represent profound needs, such as the need to transform a
feeling of depletion into one of being refreshed and energized.

* They guide the development of advertising strategy; for instance,
showing a breakfast food as being especially relevant to the tran-
sitions that children make as they grow. |

Interviewing the Mind/Brain: Metaphor Elicitation | | 97

* They signal new product opportunities; for example, when con-
sumers express a lack of immediate connection with sources of
security while walking in parking lots or unfamiliar places.

Three Core Metaphors about the "Ideal Company"

In a study conducted by the Harvard Business School Mind of the Mar-
ket Laboratory, researchers asked consumers to share their thoughts and
feelings about what a company that truly has their best interests at heart
would be like. The participants’ responses shed additional light on how
managers can identify core metaphors. In this study, consumers again
brought pictures to interviews and used them as starting points for their
stories. The quotations below are participants' responses to interview-
ers' probes. The immediate connection between images and words may
not always be evident, even though the pictures played a key role in
helping participants surface their thoughts. The quotes come from dif-
ferent consumers and reveal three core metaphors: resource, nurturing,
and support. Follow-up research has shown these same core metaphors
underlie how consumers in several different categories respond to the
same issue.

Core Metaphor 1: Resource

Consumers view firms as resources. Specifically, they want compa-
nies to either provide them with knowledge or save them time. Indeed,
time is a crucial resource for consumers and integral to their judgment
of a company’s intentions. As the quotes below suggest, consumers want
to know that a company is helping them conserve time and maximize
the return they get from their investment in "time shopping."

Most people are working, they're raising a family, and when you're looh-
ing for something it takes too much effort. If you're shopping sometimes
you just want it to be easy . . . not a lot of brain work. Something that
you don't really have to put a lot of effort or energy into... . If I am
shopping, I want it to be easy, pain-free, go in and get it and you're
out... without the effort and the search.

| Understanding the Mind of the Market

I’m pretty happy because this purchase is going to do what it says it’s
going to do. I’m not going to have to return it. I’m not going to have to
spend time tracking things down. It’s a time-saving device. So I'd say
convenience and a time saver. ^

If [the product] worhs well or it tastes good, that mahes me feel satisfied
and I can move on. I don't have to give it any thought. I don't have to put
energy into it. I don't have to be angry about it. I don't want to spend
time being angry about something or having to then call the company or
call and complain and get annoyed and get stressed out.

Consumers also evaluate companies in terms of their willingness to

take time dealing with consumers, as the following remarks show.

You feel comfortable dealing with [customer service] when you have to
call them on the telephone. They're very nice to you. They don't just try
to push you off and make it a quick conversation. They take the time.

Every customer is important and they [the companies] want to make
sure that they [the customers] feel welcome when they come to us . . . you
truly believe that you're the center of attention and you're the most
important customer to them at that time. When something goes wrong,
they're there as your backup; you can get in touch with them as they try
to fix the problem. They don't just want to sell you something. It mahes
me feel like I can depend on them.

Core Metaphor 2: Nurturing

Many participants in this study expressed the concept of nurturing

in describing the ideal company.

[The company] is a parent. Most parents wouldn’t take advantage of
their children because they want them to grow. [The company] could also
be a gardener. So it could be you and a plant or it could be a mother and
son or daughter. A parent always watches over you. `

Here is a picture of a mother holding her child on a beach. They're at the
edge of the water and she's holding his hand as they're entering the water.
“She's taking care of him; she’s protecting him. She's watching out for him.

Interviewing the Mind/Brain: Metaphor Elicitation | 99

Her whole focus is on her child. In regard to a company, they’re focusing
on the care of their client, the customer. They want to take care of their
customer, and there’s safety in that. This child is safe, and you can feel
safe with a company who cares, and whose focus is on their clients’ hap-
piness or safety.

Core Metaphor 3: Support

According to this study’s participants, companies that have con-
sumers’ best interests at heart provide support when needed—and in
the way needed.

I have a picture of a woman teaching a man how to play pool. I liked the
way that they're working together to make their shot. She's not showing
him how to do it by doing it herself or doing it for him. . . . They're in
there together and they're lining it up and she’s talking to him about it,
but he’s doing it. I liked the teamwork and the cooperation. Doing it for
sort of the edification of both of them and for a better shot.

Metaphors both invoke and express images of all types—visual, tactile,
and olfactory—in a nonverbal form. Metaphors are so basic to the repre-
sentation of thought and emotion that communicators and their audi-
ences alike are largely unaware of their use and significance in the
expression of ideas and feelings.’

Metaphors vary in depth. A surface-level statement such as “She's on
the fast track to management” or “She moved up the ranks quickly” sug-
gests there is also a deeper level of thinking about advancement in an
organization: the idea of movement. The diversity of the metaphors we
use and the way they interact with one another create an intricate web
of meaning and open windows to our inner thoughts and feelings.
Understanding the diversity and importance of deep metaphors in
human expression helps marketers tap into consumers’ unconscious
minds and offer more effective communications and products that meet
consumers’ needs. The appendix to this chapter introduces a way of
interviewing consumers to uncover the deeper meanings behind the
metaphors they use.

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Appendix

The Metaphor-Elicitation Process

Chapter 4 discussed the importance of metaphors and provided exam-
ples of the kinds of thoughts and feelings they can reveal. But how do
you conduct a metaphor-elicitation interview?’

Box 4-2 provides an example from an Olson Zaltman Associates
project with second-generation Hispanics living in several regions of the
United States. The project explored participants’ thoughts and feelings
about being Hispanic in the United States today. One week before the
study, researchers asked participants to gather pictures that expressed
their feelings about the topic. Through a series of one-on-one inter-
views, the study ultimately investigated the relationship between the
consequences of participants’ experiences and the effect of those conse-
quences on their buying behavior. The researchers also examined how
participants felt their experiences differed from that of their parents and
from those their children might have.

The pictures participants selected were metaphors representing
multiple thoughts, feelings, and behaviors. For example, the photo-
graph shown in box 4-2 introduced a number of themes, including
masks and hiding, togetherness, support, fear, social acceptance, rejec-
tion, identity, the role of spoken language, social embarrassment, and
pride. The same image elicited discussion on topics such as participa-
tion in public events, half-lives, opportunity, sorrow, learning from one
another, acknowledging diversity, roots, strength, and isolation.

101

102 | Understanding the Mind of the Market

Box 4-2
Metaphor-Elicitation Technique

In each of the examples below, the effective probe follows the partici-
pant’s initial statement. The alternative probe comes next, followed
finally by an example of what would have been an ineffective probe.

Image Description Probe: Can you describe this image for me? What
do you see here? |

| see a couple, two people, a woman and a man, sitting down and
you can tell that they're related, together. 'Cause she has her hand
on his knee. It shows body language. And they have a type of mask,
sort of a plate in front of them. And it sort of shows their facial
expression but really not, kind of hiding who they are. They're sitting
down just their knees facing each other, not their faces, and they're
holding a mask in front of their face.

EN&SEIINISI en en eee

Appendix | 103 —

Introductory Probe: And how does this image relate to your thoughts
and feelings about being Hispanic in America today?

Well, | see it as these people are together, but yet they're scared of
being accepted. That's why they're putting the mask in front of their
face ... when I see it, | can think of some people that are not from
America and when they're in places, they're probably kind of scared
of showing who they are, where they are from, because of not being
accepted and just being different, and their ways that are, like, not
the same as Americans. But yet they're together, they're not alone.
So that's why | see them holding on to each other, 'cause that's what
they've got. But they're kind of like frightened so they put a mask in
front of them to kind of hide.

Effective Probe 1: Could you tell me more about the mask?

| can't speak for all Hispanics, but some Hispanics they're, you
know, not afraid of showing who they are. But then again l've seen
like family members and also friends and in school, | would see
some girls that, like, just recently came from Cuba who were like
hiding who they are 'cause they feel scared. Maybe everyone's
speaking English and they would be scared of speaking in English
since they don't speak it properly or like with an accent. So they tend
to hide. So | would think that the mask would be like just scared of
trying to relate with other people 'cause of communication.

Alternative Probe: How do you think these people would feel if a gust
of wind suddenly blew their masks away?

Ineffective Probe: Does this mask hide them from others in America
whom they are not like? [This question reflects the interviewer's think-
ing, not the respondent's thinking.]

Effective Probe 2: How do they create a mask? What do they do
when they hide?

They sit back; try not to socialize with Americans or any other eth-
nic group. Also, like stay away from different, public crowds. They

Par eee re ee EESE EDO
(continued)

104 | Understanding the Mind of the Market

probably go to just family houses and not go out to different restau-
rants. They stay only in the Latin type of restaurants. They're scared
to go to an American restaurant where you have to speak English.
They're scared of going to another restaurant because you must -
speak English. Imagine if a whole family would go from another
country and all of 'em don't know how to speak English, they would
be kind of embarrassed to order the food. 'Cause | know my father
was, and we would have to order it for them.

Alternative Probe: Have there been occasions when you have been
scared or wanted to hide?

Ineffective Probe: /s only speaking Spanish part of creating this
mask? [This comment interjects the interviewer's hypothesis that lan-
guage reveals a weakness and is a reason to put up a mask.]

Effective Probe 3: Does anything happen as a result of being scared?

It keeps them back from doing things. They live half-lives. That's what
my mother says. They came to America probably to either expand or
to get away from where they were—as a refugee. They're holding
themselves back in a way too—if they don't open up to communicate,
they're not going to acknowledge new things. So I think they're hold-
ing themselves back with being scared and being intimidated.

Alternative Probe: Could you say a little more about holding back?
Ineffective Probe: Does being scared mean that they avoid embar-
rassing situations? [The interviewer assumes that "scared" and "embar-

. rassing" are connected and encourages the interviewee to affirm this
assumption when they may not really connect.]

Effective Probe 4: Could you say a little more about what happens
when they hold themselves back?

They don't open themselves to all the opportunities that there are in
America. And then it's like they got away from their roots for noth-

Appendix | 105 ©

SEEDERS a ee UULTUS EC UM ISEECREN
ing—they don't open up to what there is around here and choices
they could have. It makes me feel sad—like | wish that there was
something, some type of group or some organization that could help
these people that are Hispanic come together and realize that we're
all people. And when we all learn from each other, we're not all the
same. Even within the Hispanic people, they're not all the same
either. So if they all come together to, like, open up and give each
other support and to learn new things, it would probably be better.

Alternative Probe: What is it like to live a half-life?

Ineffective Probe: Are they holding themselves back from exploring
America? [Here again the interviewer is asking the interviewee to
respond to what the interviewer is thinking, not necessarily what the
interviewee is thinking.]

Effective Probe 5: "Open up." What does that mean?

What makes some not afraid is that they'll come very eager to
another country. They're saying, "Man, | can't wait!” ‘cause they know
or they've heard of so many things that are going on in here; how
we're expanding. And so they come very eager to probably, like,
learn everything that they possibly can, to fill themselves up and
achieve as many things as they could. So like they're not really
scared. They don't care if they mess up when they talk to an Ameri-
can person. Or they don't care that they don't speak the right Eng-
lish. Or they don't care that they don't know what a certain thing is
because it's in English or American. They'll be willing to like stay
strong and just learn. And then some are scared.

Alternative Probe: You mentioned getting away from their roots for

nothing. Could you help me understand that better?

Ineffective Probe: Would opening up eliminate these feelings of fear?
[The interviewer is leading the interviewee to confirm a hypothesis that
may not be part of the interviewee's thinking.]

ícC——————————
(continued)

106 | Understanding the Mind of the Market

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Effective Probe 6: What happens to them by staying strong and
learning? :

| think being strong is a very good benefit because people see how
your character is willing to do so many things, and you'll get oppor-
tunities left and right. Things will just come at you and you'll be able
to handle it and take it and just fight for it. To me being strong and
learning says “give me more” to other people who want to help you.

Alternative Probe: What have been your experiences about “filling up”
that differ from, say, your parents’ experiences?

Ineffective Probe: /s expanding a benefit of staying strong? [This
forces the interviewee to go down a particular path that may not be
salient.]

Effective Probe 7: What do you think prevents some Hispanics in the
U.S. from opening up?

Because they feel limited that they're not citizens or 'cause they're
not from here they feel limited. Some feel, like, not welcomed or,
like, are repressed. They just stay closed in. When they feel like
they're not from here, they feel the burdens of not being able to
communicate with other people; they're like stopping themselves
from doing a lot of things that they probably would have done in
their country because they're from there.

Alternative Probe: What are some of the things that have come at you
that you have or haven't handled the way you'd like?

Ineffective Probe: Does being a minority prevent Hispanics in the U.S.
from opening up? [This doesn't encourage a more in-depth exploration
of a complex issue; it encourages a brief surface answer.]

Effective Probe 8: Could you share some of your own experiences, if
you've had them, in hiding behind a mask and in opening up?

When | was a kid | had lots of friends who weren't Hispanic, but the
only friends I'd invite home were my Hispanic friends. | was embar-
ROTAEEIUEUUINMNODMCNLIMPCICIM Om Aue IU SE TE EIR Rr rw ee |

Appendix | — 107.

| |
rassed that the Anglo friends couldn't speak easily with my parents,
and my parents would say funny things to them without knowing it. |
always thought they would laugh at me behind my back and tell
other kids at school. | know that's stupid. But that's how | felt then.
So | kind of hid my home for a long time. | guess | hid my parents
even though I was tremendously proud of what they did to get here.

Alternative Probe: Have you ever felt not welcomed or repressed?

Ineffective Probe: /t sounds like you've pretty much followed the
opening-up path and avoided the mask path, is that right? [This
encourages a yes or no response without explanation, and confirms the

. researcher's thinking rather than presenting an opportunity for new
ideas from the interviewee to surface.]

(CDCI EE Sed

Box 4-2 also demonstrates effective probing techniques—that is, a
way of asking questions to encourage participants to think more deeply.
In addition, it shows a different but equally effective probe as well
as an ineffective probe (that is, one that would prompt the respondent
to respond to the interviewer thinking rather than his or her own
thinking).

In addition to using effective probes such as those in box 4-2, the
interviewer asked the participant to imagine widening the frame of the
photo in any direction and then to describe who or what might enter the
picture that would cause the two people to willingly lower their masks.”
This activity produced additional thoughts and feelings. For example,
the participant began talking about the role of teachers, friends, and par-
ents and about how a well-meaning stranger could behave in such a way
that a person must grip his mask with two hands instead of just one.
When asked to place himself in the picture and describe his feelings and
actions, the participant offered still other thoughts.

Clearly, the picture itself was a metaphor. Through effective probing
and creative mental activities, the interviewer encouraged the partici-
pant to explore and express what lay hidden behind this visual
metaphor. For instance, metaphors of force and movement emerged
through phrases like “ripped off the mask” and “leaped from the bench.”

108 | Understanding the Mind of the Market

The interviewer probed further to elicit even deeper meanings about
being Hispanic in the United States today?

Probing versus Prompting

As you might have guessed after reading box 4-2, a good rule of thumb
in metaphor elicitation is to probe, not prompt, consumers’ thoughts and
feelings.* In probing, the interviewer encourages participants to open
up, to look through more windows on their thinking and share what
`- they see. How does an effective probe differ from an ineffective one? The
former enables participants to respond in multiple, often unexpected,
ways, while the latter prohibits discovery by focusing the participants
attention on the interviewer's assumptions and hypotheses. Over and
over again, participants disprove such assumptions. Ineffective probes
actually prompt participants to affirm the expected answer. When inter-
viewers probe ineffectively, the results reflect the interviewers’ thoughts,
not the participants’. Even if an interviewer has the same thought as a
participant, its salience and relevance to the participant will probably
differ at that moment.

As a tool for probing further, interviewers can provide “mental
hiccups,” in the form of offbeat, unusual questions or challenges that
can put participants slightly off balance. As they regain their balance,
they often express a more deeply held idea. For example, during a
ZMET licensing training program at Procter & Gamble, a project con-
ducted for the company’s diaper division explored a topic never before
studied: mothers’ attitudes toward their babies’ bowel movements. This
may sound like a strange subject to discuss, but it strongly influences
womens purchasing decisions for diapers.

To stimulate deeper thinking, the interviewers introduced the fol-
lowing “hiccup”:

Now I'd like to switch gears a bit and ask you to create in your mind’s
eye a home movie or video in which there are three characters. One is
your baby, of course, one character is you, and . . . yes, you've guessed it
. the other character is your baby’s [participant's preferred phrase for
bowel movement]. Assume that the [bowel movement] has thoughts and

Appendix | 109

feelings and can express these freely. Take a moment if you like to think
about where the three of you are, what you are doing and saying to one
another.

Many participants in this project reacted to the hiccup with sur-
prised laughter. But in just a few seconds, most of them began crafting a
movie scene that included ideas expressed earlier in their interview, thus
underscoring their importance, plus new ideas that this particular step
allowed to surface. Although this project was meant as a training exer-
cise, it also produced actionable insights and generated some important
ideas. For instance, it provided ideas for advertising involving husbands
and suggested product-design changes.

Trust and Training

A metaphor-elicitation interview can be an acutely personal, revealing
experience for participants. Thus, mutual trust between interviewer and
interviewee is essential. That trust comes with time, patience, and train-
ing on the part of interviewers. In particular, interviewers must under-
stand that participants may share an amazing quantity of relevant infor-
mation during a session. Participants may also become quite emotional
as one thought unexpectedly triggers another more intimate or possibly
upsetting thought. In these instances, even if the upsetting thought is
relevant to the study, the interviewer should avoid pushing the partici-
pant to explore it further. The interviewer must navigate the discussion
in a way that respects the participants experience at that moment and
his comfort level in sharing intense feelings.

Moreover, skilled interviewers know that socioeconomic status has
no bearing on the richness, depth, or number of ideas a participant
expresses. For this reason, organizations that conduct metaphor-elicita-
tion interviews insist that participants recruited for a study not be
screened on the basis of verbal articulateness, apparent analytical think-
ing skills, or other factors that suggest higher education or professional
standing. Too many focus group participant recruiters use screening
questions such as *How many uses of a brick can you name?" These
kinds of questions are ineffective for several reasons, not the least of

110 | Understanding the Mind of the Market

which is that people who are screened out may be important represen- -
tatives of the targeted market. Such screening methods mainly make -
things easier for the researcher or provide entertaining focus group
members for a client to watch. They don’t benefit the client because
they exclude people who can provide deep insight into the mind of
the market.

Chapter Five

Interviewing the Mind/Brain

Response Latency and Neuroimaging

The mind screams volumes in silence.

T HE LAST CHAPTER discussed using metaphor to elicit both
unconscious and conscious thoughts and feelings. That
approach accesses the content of what consumers think and feel. Other
methods also help us learn about what consumers experience uncon-
sciously and are especially helpful where unconscious and conscious
perceptions of and reactions to the same event can differ. Unconscious
reactions to marketing stimuli are more accurate indicators of actual
thought (and subsequent behavior) than the conscious reports con-
sumers often provide.!

Methods that tap unconscious perceptions and responses have spe-
cial value in quantitatively precise testing of certain kinds of thought,
such as positive and negative emotions, and thought processes such as
the retrieval and encoding of memory. They can also evaluate specific
thoughts identified by metaphor-elicitation processes. Two methods are
introduced here. Both are valuable in identifying reactions consumers
may be unaware of or that they incorrectly report when traditional

Appreciation is expressed to Dr. Fred Mast, Department of Psychology, Harvard Univer-
sity, for his contributions to this chapter. i

111

112 | Understanding the Mind of the Market

research methods are used. One traditional research method, focus -
groups, is also discussed toward the end of this chapter.

Response Latency Techniques

Surveys are most reliable when they ask respondents to consider very
familiar issues or to describe a decision they are about to make. Because
of the analytical tools that can be applied, surveys can also reveal associ-
ations among respondents' thoughts and feelings that might not surface
during other kinds of research. However, evidence also suggests that
what consumers say in response to an explicit survey question often
contradicts what they really feel, intend to do, and actually do.? One
reason that consumers cannot predict their own behavior is that the
contexts in which choices are made, in contrast to those in which
answers to questions are given, are very important and equally difficult
to anticipate.

One way to avoid such contradictions is to monitor respondents'
response latency; that is, how long it takes them to respond (by pressing a
key on a computer keyboard) to a certain pairing of words or images.
The relative quickness of response can suggest the presence or absence
of "noise" in their thoughts and feelings that would not be detected in
other ways. Traditionally used in psychology, these techniques have
consistently produced as good or better indicators of thought and action
than questionnaire data. Yet marketers are just beginning to use such
methods to study consumer behavior.

Response latency techniques help researchers distinguish between
study participants’ explicit, consciously held thoughts and feelings and
the implicit beliefs that exist outside participants’ conscious awareness.
Both kinds of cognitive processes have potential importance for man-
agers. However, what a consumer believes explicitly may not affect his
actual behavior—similar to espoused theory and theories-in-use among
managers. When explicit and implicit thoughts and feelings contradict
one another, the implicit ones are the more reliable indicators of future
behavior. To discern implicit thoughts and feelings about a product,
researchers can use various response latency techniques, detailed in the
following sections.

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 113

Priming

In one experiment, consumers saw pictures of two brand-name
perfume bottles on a computer screen and then viewed randomly pre-
sented words that included “alluring,” “sexy,” “sophisticated,” "mysteri-
ous,” “energizing,” “informal,” and so on. The participants’ task was
simply to judge whether strings of letters represented a word or a non-
word. After being primed by a picture of one bottle, participants re-
sponded (at a computer keyboard) more quickly upon seeing the
words “alluring” and “sophisticated” than they did when seeing the
words “energizing” or “informal.” Moreover, they associated the other
brand more strongly with the idea of “informal” than they did with
“alluring” or “sophisticated.”

This exercise shed light on how consumers compare brands and the
extent to which those brands “prime” or elicit certain thoughts. Interest-
ingly, these same perfume associations also came to light in a survey, but
not as strongly. If the second brand mentioned had relied solely on the
surveys, the company might have erroneously concluded that it could
compete with the first brand noted by using a “sophisticated” or “allur-
ing” positioning strategy.

In a somewhat related study in a very different category, the goal
was to judge whether particular product designs were uniquely associ-
ated with particular concepts. The particular concepts used were first
identified using the metaphor-elicitation process discussed in the last
chapter. Consumers were presented with visual stimuli along with alter-
native sets of evocative words. The results showed that the two different
product designs the firm was considering were associated with very dif-
ferent concepts. This helped the firm to select the design whose concept
best fit its desired positioning strategy. This application was also a vali-
dation study undertaken as an experiment by the firm in question. It
involved only forty representative consumers, and yet produced the
exact same results as a more costly study involving a survey (also based
on the metaphor-elicitation insights) of 550 consumers. It produced
additional insights as well that enabled the firm to alter its initial posi-
tioning strategy.

Recently, this technique was used to test potential names for a
new resource center on smoking. It turned out that the participants

114 | Understanding the Mind of. the Market

responded differently to names such as "Life Rather than Tobacco,"
"Make Smoking History,” “Trytostop,” and so forth. The response times
differed from those in the questionnaire-based data, and, most interest-
ingly, only the priming technique revealed significant differences be-
tween the smokers' and nonsmokers' associations. This supports the
idea that the results from priming studies are in fact behaviorally rele-
vant and may be especially helpful in naming research.

The Implicit Association Test (IAT)

The implicit association test, or IAT, builds on priming research
and measures the relative association of two sets of concepts in con-
sumers' minds. For example, the method can help researchers assess the
strength of association between a set of concepts such as "flowers" and
“insects” and positive and negative concepts such as “pleasant” and “irri-
tating." As you might expect, the IAT finds greater association between
“flowers” and “pleasant” and "insects" and “irritating” than between “flow-
ers" and “unpleasant” and “insects” and “pleasant.” Researchers have used
the IAT to examine implicit associations in a wide range of contexts, most
recently related to specific brands.

In a proprietary application of one IAT study, a clicks-and-mortar
distributor identified surprising differences in consumers' online and in-
store service experiences. The company refined its strategy accordingly:
For certain offerings, it encouraged consumers to visit a physical store,
while for others it prompted them to shop via the Internet. The payoffs
were greater efficiency in order processing, fewer returns, lower ship-
ping costs, and higher shopper satisfaction.

In another proprietary study of product design for a durable good,
response latency measures pointed to the most appropriate set of verbal
descriptors for reinforcing the different concepts behind the alternative
designs. These results, later supported by consumer choice behavior,
countered initial focus group findings and a post-focus group survey.

Implicit Attitudes as Behavior Predictors

Many psychologists argue that implicit attitudes measured through
techniques such as priming and the IAT not only reflect consumers’ real

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 115
attitudes, but also more accurately predict their actual behavior. Con-
sumers may sincerely believe their own stated thoughts, but they may
not consciously understand the opposing forces that drive their behav-
ior. A just-completed study for a new fast-food offering provides a good
example. The company had tested several basic concepts and names,
initially using focus groups and later a survey. At the same time, they
also conducted a priming study to evaluate proposed names and an IAT
study to assess the product concept. The response latency data pro-
duced a very different selection of name and concept than that sug-
gested by the focus groups and survey. The company then altered their
test marketing plans to allow for testing the two different sets of names
and concepts. It became dramatically evident very early during test mar-
keting that sales were superior in the test market site using the name
and concept supported by the response latency measures. The firm has
decided to use that positioning and name in their national introduction
of the food.

Implicit measures offer two benefits that make them better predic-
tors of behavior than explicit measures such as surveys. First, implicit
measures uncover attitudes consumers may not be aware of, but that
still strongly influence their buying decisions. Second, they reveal the
social drivers that affect behavior. For example, if a person wants to be
perceived as a health-conscious consumer, he may report on a survey or
in a focus group that he does not consume much alcohol and may give
negative ratings to various brands in that category. Implicit measures are
much less susceptible to demand characteristics in situations in which
consumers respond in certain ways because they feel that is what is
expected of them. In one study comparing implicit measures with focus
groups and surveys, response latency measures returned a different
assessment of the size and composition of target markets for alcoholic
beverages than did the other methods. People displayed much more
positive attitudes toward particular brands and toward alcohol con-
sumption generally.

One of the most interesting examples supporting implicit attitudes
as good predictors of behavior comes from studies of stereotypes about
elderly people? These participants were first asked to unscramble
groups of five words that primed either an elderly stereotype (e.g.,
“Florida,” “wise,” “bingo”) or a neutral concept (e.g., “thirsty,” “clean,”

116 | Understanding the Mind of the Market

"private"). The researchers then timed how long it took people to walk a
9.75-meter hall as they exited the experiment. They found that subjects
who received the “elderly” prime walked significantly more slowly than those
who received neutral primes. Using another word-scramble task, these |
same researchers found that people who received a “rude” prime (e.g.,
through words such as “disturb,” “intrude,” “brazen”) were quicker to
interrupt an experimenter. Other research finds that covert primes for
helpfulness make people more helpful,* while intelligence primes (e.g.,
words that activate a stereotype of a college professor) make people tem-
porarily perform better at the board game Trivial Pursuit.’

Implicit Association with Brands

Research suggests that implicit measures may be especially powerful
tools for understanding brand meaning and consumers relationships
with brands. Implicit measures may not only give us more confidence in
explicit results, they may also give us a richer picture of brand attitude
or preference. For example, research comparing associations between
juice and soda brands finds that while both implicit and explicit atti-
tudes correspond, an implicit measure (the IAT) may predict actual
product usage better than self-report measures.$

One study employed a widely used explicit self-report measure
(CETSCALE) and an IAT to measure the degree of ethnocentrism among
U.S. and foreign consumers living in the United States." They found that
both U.S. and foreign-born consumers revealed very little ethnocen-
trism on the explicit test. In fact, both groups felt that country of origin
for a product was irrelevant in their evaluation of products. However,
the IAT revealed a different story. For example, U.S. consumers more
quickly associated the U.S. brand Hallmark with the positive attribute
“lucky” than they associated the foreign brand Kawasaki with a similar
positive term. |

Consumers' current mood states are among the important influ-
ences on just how they respond to a brand at a given moment. This phe-
nomenon, of long interest to consumer researchers, is illustrated by a
response latency study of consumer associations with the brands Ben
and Jerry's and Marlboro.? As we would expect, the research found posi-
tive associations with Ben and Jerrys and negative associations with

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 117

Marlboro. But it also discovered that these positive and negative associa-
tions are stronger for sad consumers. In addition, mood affected the cor-
relation between explicit and implicit measures. When consumers were
in a happy mood, explicit measures were good predictors of implicit
attitudes. When they were in a sad mood, explicit measures were poor
predictors of implicit attitude.

In these ways, implicit measures provide a richer understanding of
consumers’ evaluation of products and understanding of brands. More-
over, considerable evidence suggests that in many circumstances an
implicit measure may be a better predictor of actual consumer behavior.
In the future, market research that combines explicit, implicit, and
behavioral variables will further reveal the interrelatedness of conscious
and unconscious information and its impact on consumer behavior.

Neuroimaging Techniques

Advances in the brain sciences have spawned new questions and pro-
vocative new answers regarding the minds workings. Innovative tech-
nological methods for studying the brain have accelerated this progress.
These technologies involve neuroimaging, “brain scanning techniques
that produce pictures of the structure or functioning of neurons.”
Through neuroimaging techniques, researchers can directly observe
peoples brain activity while the individuals engage in various mental
tasks.!? These rapidly improving technologies promise to revolutionize
the study of consumer behavior."

Functional Magnetic Resonance Imaging (fMRI)

Functional magnetic resonance imaging (fMRI) methodology offers
a noninvasive way to track changes in neural activity. The most common
form of {MRI is the Blood Oxygen Level Dependent (BOLD) technique,
which identifies brain areas with a high level of blood flow. The tech-
nique rests on the assumption that more blood flows to areas of high
neural activity than to areas of low neural activity.

Standard fMRI procedure includes just a few steps. First, neuro-
imaging technicians take a series of baseline images of the brain region

118 | Understanding the Mind of the Market

of interest, such as the area in the right hemisphere that acts up when °
processing metaphors. Second, they take another series of images while
the subject performs a cognitive task, like “taking in” different advertise-
ments that contain different metaphors to convey a concept. Third, they _
subtract the first set of images from the second set. They presume that
the metaphors have successfully activated the brain areas most visible in
the resulting image, and perhaps differentially if one metaphor is more
engaging than another. Subjects might compare an ad conveying the
same concept without use of a metaphor. At the same time, the techni-
cians monitor other areas of the brain associated with positive and nega-
tive emotions or feelings as well as various memory processes to see
whether the different ads activate them differentially. This research
could lead to the conclusion that one particular ad more effectively elic-
its positive emotions and past memory and encodes new memory.

Functional Diffuse Optical Tomography (fD0T)

The fMRI approach has several disadvantages; specifically, partici-
pants must lie still within a noisy, cramped device. In addition, fMRI
facilities are large and expensive. The fDOT technique has none of these
drawbacks. It is described here simply as an example of the kinds of
improvements occurring in brain imaging technologies. Indeed, sub-
jects can move to some extent during the imaging process, allowing for
on-site measurements in a nonlaboratory environment. Furthermore,
the machine is quiet and relatively inexpensive to operate. Though
fDOT can record neural activity only one centimeter beneath the surface
of the brain, this coverage is often complete enough to reveal activity in
many cortical areas of interest. |
| How does fDOT work? If you've ever shined a flashlight through
your hand, you know that visible light can travel a significant distance
through human tissue and still be detected. Biological tissues are espe-
cially transparent to near-infrared light, which when shined through the
brains surface can reveal variations in blood flow through particular
areas. Differences in the absorption spectra for oxygenated and deoxy-
genated blood allow the researcher to acquire an indirect measure of
neural activation. This technique uses laser sources and detectors,
applied to the head right above the examined brain area. The principle

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 119 —

is very similar to fMRI. Baseline measurements are compared with meas-
urements during which the subjects are engaged in a cognitive task. For
example, a possible exercise could instruct the participants to generate
images of different icons, to which they were exposed before scanning.
Brain activation could reveal how strongly visual areas are activated
when people generate mental images of different icons. In particular, we
could compare the depth of activation within each participant, then
compare the alternative icons. MAR

If we can validate new methods such as {DOT with more established
techniques such as fMRI, their low cost and accessibility will allow
researchers to test large numbers of subjects—which is desirable for a
variety of marketing applications.

The Promise of Neuroimaging

Neuroimaging techniques can not only improve the content and
application of standard market research techniques but also detect and
measure consumer reactions to marketing stimuli. In the first case, neu-
roimaging can help managers determine the effectiveness of survey ques-
tionnaires (especially standardized tests or proprietary surveys) in gaug-
ing certain thoughts and feelings. Using the results of the neuroimaging
studies, managers can design more effective paper-and-pencil tests,
which can improve their understanding of consumers’ thinking. Thus,
neuroimaging can further improve established research tools.

Neuroimaging techniques can also isolate the important core meta-
phors or archetypes elicited for developing advertising or positioning
strategy. Similarly, these techniques can assess which among alternative
executions of the chosen core metaphor will get the most attention and
be most memorable.

Stephen Kosslyn, a leading cognitive neuroscientist specializing
in visual imagery and a professor of psychology at Harvard University,
and I undertook a unique study to demonstrate the second promise of
neuroimaging: detecting and measuring consumer reactions to market-
ing stimuli using brain imaging technology. The study examined con-
sumer responses to three different versions of a specific retail setting
as these settings were described in an audiotape. The results were com-
pared to a far more exhaustive study on the same retail setting using

12 | Understanding the Mind of the Market

multiple explicit methods. This allowed the two groups of researchers to
compare results. The conclusions of the two studies were the same,
although the nonneuroimaging study was far more detailed and com-
prehensive since it was also to be used to implement the most attractive
scenario if one were found. Indeed, both studies selected the same sce-
nario as being superior, and this scenario was implemented in several
test sites.

The retail sites involved in the test increased their gross sales from 9
percent to 40 percent. This indicated that the brain imaging study pro-
duced results that were directionally valid, even if it did not provide the
detail that was required for successful implementation. The imaging
study showed increased activity in brain areas associated with positive
and negative emotions, with storage and retrieval of information, and
with predicted activity in the visual cortices, suggesting that consumers
could readily visualize the proposed alternative retail scenarios. A con-
clusion that was reached with this and other work is that brain imaging
studies might be a cost-effective way of evaluating alternative concepts,
while other methods such as ethnographic studies, one-on-one inter-
views, and surveys would be appropriate for learning how to implement
the chosen concept.

The Kosslyn team also used fMRI to evaluate consumers’ response
to advertisements. One study compared reactions to finished ads versus
animatics; that is, the cartoon-like renditions of ads before their final
production. This comparison is important, because the cost of going
from an animatic to a finished ad can be very high. If companies dis-
cover that they can get reliable evaluations of an advertisement or other
visual stimulus from consumers before creating the finished ad, they can
realize considerable savings.

In a pilot test involving three pairs of animatics and finished
-ads, the researchers found that 95 percent of all areas of the brain acti-
vated by the finished ad were also activated by the animatic. Consider-
able work remains to better understand when such testing does and
does not add value to the development and assessment of advertising.
However, as this knowledge evolves, it will offer managers more con-
structive guidance as they develop and test new product ideas, alterna-
tive product positioning, and the design of products, packages, and
retail experiences.

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 121

A Note of Caution

Caveats about using neuroimaging in psychological research, such
as those pointed out by William Uttal, an industrial engineer and psy-
chologist at Arizona State University, also apply to marketing." And
marketers must be mindful of the limitations of this approach." For
instance, the idea that we can accurately identify specific areas of the
brain as responding to a particular stimulus is very alluring, but is remi- .
niscent of phrenology. Marketers may be tempted to infer that a single
active “spot” in the brain signals an effective ad, attractive package
design, or engaging new product concept.

However, nothing about the brain is that simple. We cannot "read"
specific thoughts; we can only tell that brain areas known to be associ-
ated with particular kinds of thoughts and feelings are being activated.
Inferences can be made about the quality of those thoughts by knowing
what other areas are coactive or active before and after another area, but
this still does not identify the exact thought or feeling. In time, how-
ever, neuroimaging techniques will likely serve as helpful tools in bring-
ing better and more meaningful goods and services to consumers.

Focus Group Folly

Many managers use focus groups to interview the mind/brain. While
their usage has been declining, they remain the most popular method in
marketing today, despite heavy criticism. Part of this criticism revolves
around their inherent nature and part around their misapplication. For
example, advertising executive Robert Morais cautions, “Never, never
should focus groups be used as a basis for decision making.”"* John R.
Hauser, Kirin Professor of Marketing at MITS Sloan School of Manage-
ment, recently noted, "If you have two hours to cover five to ten topics
with eight people, then you have about one or two minutes on each
topic with each person. You can' possibly get much beyond the surface
given those constraints."? One-on-one interviews cost less than focus
groups. In response to various criticisms, some focus group moderators
are becoming more innovative in their approach, leading to better prac-
tice while also cautioning clients about inappropriate applications.!^

122 | Understanding the Mind of the Market

Most managers and researchers agree that focus groups are misused
and overused—but employ them anyway in conducting their market
research. Why? The answer is simple: Focus groups are easy and afford-
able to implement. Like every research method, focus groups do have a
place in the research toolbox.!” For example, they can provide feedback
on the attractiveness of an existing product design and ease of product
use. Contrary to conventional wisdom, they are not effective when
developing and evaluating new product ideas, testing ads, or evaluating
brand images.!? Nor do they get at deeper thoughts and feelings among
consumers. In fact, focus groups fail an important test for any method:
Is the method based on well-founded insights from the biological and
social sciences and the humanities?

The most disturbing concern about focus groups is that little scien-
tific foundation, from any discipline, supports their use. Group-ther-
apy theory provides the closest thing to such grounding. However,
group-therapy structure and techniques differ markedly from those
employed in focus groups. Successful group therapy hinges on the
same individuals meeting together multiple times, as well as in indi-
vidual sessions with a highly trained therapist, something that doesn't
happen with focus groups. According to Valerie J. Janesick, professor
of educational leadership and policy studies at Florida International
University, researchers can help groups of three or four individuals
achieve more meaningful conversation by preceding the group meet-
ing with extensive one-on-one interviews centering on the topic of
concern.!?

Herbert Rubin and Irene Rubin, two leaders in qualitative research,
point out that focus groups do not allow moderators to build trust—a
condition necessary for participants in any group to share highly per-
sonal thoughts and feelings.?? Qualitative research experts Steven Taylor
.and Robert Bogdan suggest using focus groups only when the re-
searcher "is not interested in the private aspects of people’ lives.?! Of
course the private aspects of peoples lives are often what matter most to
marketers. To get to that deeper level, researchers need lengthy one-on-
one interaction.”

Focus groups are actually contraindicated by important insights from
several disciplines.

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 123

Perhaps the most serious limitation of focus groups is that they
are technically unable to identify the important connections
between ideas and the development of socially shared mental
models. At best they produce a list of ideas, but not the dynam-
ics among them that make the ideas relevant in the first place.

e Robin Dunbar, professor of psychology at the University of Liv-
erpools School of Biological Sciences, presents strong evidence
that the optimal number of individuals for any group interac-
tion is three. Thus, ideal “group” interviews are best limited to
one moderator and two or, at most, three participants. Dunbar
says, “In fact, there appears to be a decisive upper limit of about
four on the number of individuals who can be involved in a
conversation.””

* Dunbar’ position is supported by research performed on
subject-matter experts. According to this research, no more than
three experts are needed to identify all the factors relevant to
solving a particular problem. Indeed, the contribution of the
third expert will often prove minimal. This has been demon-
strated in fields ranging from medicine to engineering. Individ-
ual consumers, of course, are experts on their own consumption
experiences.

* The average length of speaking or "air time" fora focus group
participant is about ten to twelve minutes. Research on narrative
conversation among strangers suggests that participants struggle
to achieve any depth of mutual understanding on a topic
together within ten minutes. Thus, ten minutes from just one
focus group participant doesn’t facilitate deeper thinking among
other participants, especially when issues of social dominance,
eagerness to please, privacy, and so on are operating.

* The ten-minute average individual air time in a focus group, with
some people speaking much more than others, does not permit
researchers to analyze much more than just the literal statements
participants make, even if all ten minutes are devoted to a single
issue. Ten minutes of air time from several different focus group
participants at best produces multiple versions of an idea but lit-
tle depth of insight, which is the usual research objective.”

124 | Understanding the Mind of the Market

* Compelling evidence of the advantages of conventional one-on-
one, hour-long interviews over focus groups is provided by
Abbie Griffin and John R. Hauser, authors of "The Voice of the
Customer." Their empirical data clearly point out that several
such interviews reveal as many consumer needs as several focus
groups do. For instance, eight one-on-one interviews are as
effective as eight focus groups (which may comprise between
sixty-four and eighty consumers!). One-on-one interviews
dramatically win out over focus groups in terms of cost effective-
ness alone. i

* Griffin and Hauser also found that to get the most out of focus

. group data, companies should employ multiple analysts to inter-
pret transcripts or videotape. Having a group of people observe a
session from behind a one-way mirror isn't enough: It doesn't
stave off groupthink, nor does it enable observers to capture and
reflect on participants' comments.

New Knowledge, New Power:
The Need for Wisdom and Responsibility

The idea that we must learn about consumers’ unconscious minds isn’t
new. Marketers, for instance, use statistical analyses to infer the relative
value of different bundles of product attributes that consumers would
otherwise have trouble articulating in response to direct questioning.
Work-site observations by skilled researchers yield insights that cus-
tomers do not otherwise provide about equipment needs. When mar-
~ keters ask consumers exiting a supermarket if they handled competing
brands and compared prices before making a choice, most consumers
will say yes. This response suggests that they make their brand choices
at the point of purchase. Yet observational techniques reveal that these
same consumers spend only about five seconds at the category location
in a store, and 90 percent of them handle only their chosen product.?? In
this case, direct observation demonstrates that the consumers made
their brand choice before entering the store despite their belief that in-
-~ store activities were important.

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 125

Emerging research methods focus on the cognitive unconscious and
its interactions with the conscious mind. These newer methods are
based on knowledge about human thought and action from multiple
disciplines and are providing richer insights than more surface-oriented
approaches. Moreover, the same disciplines that inform the newer
methods also provide knowledge that managers need in order to apply
these insights.

One implication of these developments—of joining the knowledge
society Peter Drucker describes—is that managers will know much
more about consumers than they currently do. Moreover, this knowl-
edge has implementable validity. That is, thoughtful managers can put it
into action by changing the way they communicate with consumers
through advertising and other means and the way they design and
deliver products and services. Herein lies a potential trap—a trap prob-
ably best suggested by Sir Francis Bacon's oft-repeated phrase "Knowl-
edge is power.”?? For most people, the phrase connotes the abuse of
knowledge. Indeed, many consumers are already deeply suspicious of
marketers and resentful of their attempts to influence consumers for
their own ends.*°

Fear of falling prey to the “knowledge is power” trap can discourage
marketers from applying the new insights and methods described in this
book. However, when Bacon made this statement, he was actually envi-
sioning knowledge as a resource to be used for the benefit of humanity.
And, like Bacon’s understanding of knowledge, the intellectual products
of the knowledge society that have implementable validity for market-
ing managers can also widely benefit individual consumers and society
in general.

Yet these benefits accrue only when marketers synthesize knowl-
edge from various fields and apply it responsibly, that is, in a way that
respects consumers' best interests. This ability grows naturally from our
sense of right and wrong and the courage to follow our conscience. Ás
we learn more about consumers, our prime concern must be to make
judicious and socially responsible use of our learning.

I believe that good or harm resides not in our knowledge or how
we acquire it, but rather in how we use it. Indeed, every idea in this book
that disturbs the reader has significantly improved the health and well-being

128 | Understanding the Mind of the Market

of people everywhere. This same positive potential exists when marheters use
these insights. Applied judiciously, they can help companies provide peo-
ple with enduring value. The possibility of misuse shouldn't frighten us
from discoveries, although it should heighten our vigilance. Avoidance
only denies consumers the opportunity for higher-quality lives through
improved goods and services and better ways of receiving them.

How do consumers see this question of knowledge abuse? We can
best understand their perspective by considering their willingness to
share information. As long as consumers have well-founded reasons to
believe that marketers will use the information provided to benefit con-
sumers, they feel quite comfortable sharing their deepest thoughts and
feelings, of which they themselves are unaware. Research at the Harvard
Business Schools Mind of the Market Lab indicates that, to consumers,
the most highly respected and trusted companies address their own and
consumers' best interests in their marketing decisions. Moreover, con-
sumers trust and respect companies that they believe genuinely want to
understand the complexity of their thoughts and feelings, not just their
surface qualities. One consumer expressed his frustration with what
he perceives most companies are currently doing with their market
research:

[Consumers] are giving these firms a wonderful, homemade cahe as a
gift. What do the companies go and do? They lich off the frosting without
a clue or care about how much more they are missing. . . . They're saying
they don't really care about me, or maybe that there's no more to me
than the frosting they see.

Consumers will clearly provide all kinds of data, whether through
intensive one-on-one interviews, surveys, or brain-scanning sessions, as
long as companies use what consumers reveal to provide more mean-
ingful consumption-related experiences. For instance, the metaphor-
elicitation processes I normally use invariably reveal many thoughts and
feelings consumers didn't expect to share.?! At times, these include very
moving, personal stories.? Each interview begins with a variation of the
following script: “If, at the end of the interview, you feel uncomfortable
with anything you've shared or with the purpose of the research, you are
free to take the tape, my notes, and your pictures. No explanation will

Interviewing the Mind/Brain: Response Latency and Neuroimaging | 127

be asked of you and, of course, you will still be paid.”® At the end of the
interview, the interviewer discloses the purpose and sponsor of the
research. To my knowledge, in more than eight thousand interviews
conducted globally in over two hundred projects, only two people have
ever taken possession of their data at the end of the interview. One of
them mailed the data back after a few days. I believe this behavior -
reflects not only the trust and general rapport that interviewers and par-
ticipants have established but also consumers’ desire to have companies
understand who they are and a belief that this understanding can help
companies develop and deliver better goods and services.

Finally, a distinction is to be drawn on the one hand between the
acquiring and using of knowledge about unconscious processes to bet-
ter understand and satisfy consumers and on the other hand using this
information to influence them without their awareness. We can and do
convey promises to others, both in ways that are conscious and uncon-
scious to ourselves and to the audience. Fortunately, there is no evi-
dence that promises conveyed but unkept are effective beyond the short
term. For example, evidence involving the decay function of pure
placebo effects suggests that the unconscious effects of belief and expec-
tation are short-lived when not accompanied by an authentic treatment.
As Raymond Bauer noted in his 1958 critique of Vance Packard's The
Hidden Persuaders (itself a highly misleading book about deception), we
must address a “primitive anxiety that we are on the verge of being able
to establish complete control over human behavior to the extent that the
victims of this control will not have a chance to resist it because they do
not realize it is there.?* This anxiety is as real—and as unfounded—
today as it was in 1958 when Bauer spoke. Despite the advanced neuro-
imaging methods, metaphor-elicitation techniques, and other research
approaches available today, managers cannot control peoples minds,
much less brainwash them unconsciously or consciously into making
continued unwise or unwanted purchase decisions.”

The knowledge explosion now taking place promises only to deepen
marketers’ understanding of consumers’ unconscious thoughts and
feelings. Advances in. physiological response technologies and in vari-
ous social sciences such as those discussed in the next chapter provide

128 | Understanding the Mind of the Market

consumers with more opportunity to express their “voice” and have it
heard more reliably. This deeper understanding will permit marketers to
influence consumers in the same way that a better understanding of
learning processes enables educators to develop and deliver better edu-
cational experiences. Like the teacher, the marketer can offer only -
opportunity—and like the student, the consumer decides whether to
embrace that opportunity and how to use it.

Chapter Six

Come to Think of It

What do you have, when you have a thought?

JE ARKETERS KNOW that consumers' thoughts shape their
| € preferences and product choices.! But, as we've seen,
most thoughts lie well below the surface and occur, exert their influ-
ence, and recede without the thinkers’ awareness.’ Moreover, much like
the person shown in figure 6-1, managers often fail to anticipate or
allow for their presence.

Metaphor elicitation can help managers tap into these critical but
elusive drivers of consumer behavior. Consensus maps, which build on
metaphor elicitation, also serve as valuable tools for peering into con-
sumers’ unconscious minds. In this chapter, we explore these maps.

The Nature of Thoughts

Consensus maps represent bundles of thoughts many consumers share
regarding specific problems and the products, services, and companies
that promise to address them. First, therefore, we should delve more
deeply into the nature of thoughts. What are thoughts, exactly? As cen-
tral as they are to our lives, we often struggle to say what a thought
really is? We might use the term idea or concept as a rough synonym, but
a more precise definition eludes us.

Managers must thoroughly understand what a thought is if they are
to comprehend and influence consumers’ thinking and behavior and to
provide enduring value to customers. Most important, marketers must

129

130 | Understanding the Mind of the Market _

FIGURE 6 - 1

Unsuspected Depth

REAL LIFE ADVENTURES

- ——
DINNERS i
READY,

Tét BE IN AS
SOON AS I DIS
THIS LITTLE
ROCK OUT OF

? /O-S7 PL 1313

Like icebergs, nine-tenths of the problem
is usually below the surface.

know that a particular thought never stands alone. Individual thoughts
bundle together in the mind and work in partnership with behavior.
In fact, we can imagine a thought as an instance of behavior, specifically
an electrochemical behavior that we can't see without a neuroimaging
device.

Many managers claim that they can discern a consumers thinking
by observing that person's behavior. Such managers are using their own
system of interpretation to determine which thoughts each behavior
represents. Sometimes this works; often it does not.? For example, based

Come to Think oft | 131

on their observations of consumers’ in-store behavior, managers at a
West Coast-based supermarket chain concluded that price was an
important driver in selecting the chains private labels over national
brands of certain food items. However, when questioned after making
purchases, most consumers didn’t know the price paid for the items in
question, and few could state which brand cost more. Managers’ think-
ing proved an unreliable substitute for consumers’ thinking, and the
pricing policies that were put into effect based on this substitution led to
lost profits until the company realized its mistake.

Although observing consumers can lead to important insights, we
should use this approach in conjunction with one that accounts for
the consumers interpretation of his own behavior.® The tactic of a man-
agers substituting his thoughts for those of consumers can warp major
marketing decisions.’ William McComb, president of McNeil Consumer
Healthcare, sums up this problem compellingly: “We slip from our obli-
gation to know what consumers are thinking . . . into believing they are
like us; and from there we slide further into believing we can think for
them and understand their actions."

When managers understand how specific consumer thoughts part-
ner with behaviors, they can shape the outcome of those partnerships
through the use of more-creative marketing communications. For exam-
ple, using metaphor elicitation, the dental referral service firm Future-
dontics learned that many people dont visit their dentist every six
months because they think that dentists invented the six-month
checkup to secure enough business. The participants in this research
project didn't understand that the six-month dental care regimen has
sound medical reasons. By grasping the reasoning behind this patient
behavior, Futuredontics could develop educational materials to explain
the rationale behind the six-month schedule and could encourage den-
tists to underscore the importance of keeping appointments. Though
the researchers have not kept statistical records of the projects outcome,
participating dentists and office assistants report that these actions have
been very effective. |

Clearly, understanding the “why” behind the “what” of consumer
thinking and behavior is the key to helping consumers make the right
decisions for themselves. Iain Douglas, vice president for marketing at
Gallo wines, develops maps showing how specific buyer thoughts and
actions relate to one another. Gallo uses these maps as blueprints for

132 | Understanding the Mind of the Market

building marketing strategy. Robert Summers, an Atlanta-based adver- -
tising consultant to many firms, points out that every element of strat-
egy and every element of creative execution should contain a “why
gene"—something that clearly explicates why consumers do what they
do and how a company’s advertising reflects this knowledge. Betty
Hutchins of InnerViews, a Toronto-based research firm specializing in
metaphor usage as a way of raising the curtains on the unconscious
mind of both consumers and managers, calls consensus maps “the crys-
tal ball of marketing strategy": If you don’t look into it, then you cant
anticipate consumer reactions to marketing decisions.

Constructs: Taming Thoughts with Labels

Thoughts arise from cognitive processes reflected in neurological activ-
ity.® They require concepts, which stand in for things other than
themselves, according to Jesse J. Prinz of the Philosophy-Neuroscience-
Psychology Program at Washington University? This “stand-in” for qual-
ity is one reason why the use of metaphor (the representation of one
thing in terms of another) is effective in eliciting hidden or deeply held
thoughts and especially connections between thoughts.

Marketers often try to infer consumers’ thoughts from their spoken
or written statements (such as “I would never switch brands”) or from
their behavior (for example, going out of their way to find a particular
brand or displaying an unconscious physiological reaction such as
increased skin conductance upon seeing a familiar brand). Managers
and researchers capture the supposed thoughts behind these statements
or behaviors and give them a label or name, such as “brand loyalty.”
Cognitive scientists call such labels constructs. These constructs are not
the actual thoughts or behaviors; rather, they represent marketers’ inter-
pretation of those thoughts or behaviors. Constructs enable people to
talk about specific thoughts and behaviors; thus, they tame these elusive
phenomena.

How do constructs look? We saw some of them in chapter 5, in
reading about the metaphor-elicitation project in which consumers
described how they picture companies that have consumers’ best inter-
ests at heart. For example, constructs involving support, nurturing, and
resources were identified. Other constructs from this study, inferred by

Come to Thinkoflt | 133.

researchers and managers from several companies analyzing the data,
are shown in table 6-1.

For example, the thought labeled as dependability was inferred
from quotes such as “I can rely on them because they know whats good
for me is good for them" or "When things go wrong, they fix it right

TABLE 6 - 1

dE MEM Ux us d

Companies That Care

SAMPLE OF CONSTRUCTS

Construct Definition

Evolving The continued development of the relationship between a
consumer and a company. It involves believing that the
relationship is enduring and dynamic as well as a “two-way
street”: The company and consumer learn from one
another and adapt their behavior accordingly.

Care for Personnel Consumers’ perceptions of how a company treats its own
employees, including wages, benefits, or general handling
of employees.

Dependability A company whose products and services can be counted
on as reliable and consistent. A company that consumers
can place their trust in in times of uncertainty. A company
that is always there for the consumer and stands behind its

product.

Honesty Straightforward and truthful information about products is
provided. Nothing is purposefully hidden from the
consumer.

Innovation/Creativity A company's attempt to continuously develop new
products or services that improves its ability to satisfy
consumer interests and needs. The ability to think
differently, switch frameworks and function in diverse
boxes, to fulfill its consumers. Openness to unconventional
ideas instead of rigid adherence to the status quo.

Moral Character Consideration of the ethical nature of a company's actions.
Recognition of potential good and bad outcomes of
business practices.

Proactive Orientation A corporate attitude that attempts to preempt any
problems by looking ahead, keeping in mind all possible
outcomes and preparing accordingly.

Hospitality A personable company that goes out of its way to make
the consumer comfortable. The consumer feels wanted,
warmly received, and cherished.
jo ugue Wm wu y ET A ——
Source: Mind of the Market Laboratory, Harvard Business School.

134 | Understanding the Mind of the Market

then, no questions asked, no hassle.” The construct of dependability
also includes thoughts and feelings about a firm not being dependable:
“This picture shows an abandoned house. That's how I feel about [a spe-
cific HMO]. I don't know if they're going to be there for me when I
really, really need them. They weren't for my sister-in-law. She counted .
on them and they didn’t do anything.” Honesty is another important
construct: -

- A company that has its customers’ best interest in mind is going to be

_ honest. If you expect a lot of problems and a rocky road, let me know
at the start because I'll be more apt to accept errors if you are up front
with me.

Constructs are marketers and researchers’ expressions of what they
think is going on in a consumers mind. Constructs are not the actual
thoughts, but simply well-intentioned labels to capture and express
them. They are short cuts summarizing others' ideas. However, these
labels can influence the conclusions that marketers draw. Consider the
construct "brand loyalty." It means one thing when it refers to a persons
repeatedly buying a product—behavior that could simply reflect habit
or passivity. It means something totally different when it refers to a per-
son's going out of his way to find a specific brand or deferring a pur-
chase until he finds it, a behavior that suggests dedication. For this rea-
son, managers must closely examine the bases on which a construct was
formulated. Others in the firm should also look at the raw data used to
identify a construct. Creative staffs in advertising agencies and person-
nel in product R&D can gain additional insights into consumer thinking
by seeing the images and language that consumers use. Someone in
R&D or in an ad agency may pick up nuances that the brand manager
missed. :

As marketers conduct research, they often engage in lively discus-
sion about the constructs that they see emerging in participants
responses. In particular, they debate whether a construct should be
broad or narrow. Should the construct “moral responsibility” include a
respondents concern about both the physical and social environment,
or do the two environments deserve separate constructs? Should the
marketer lump the positive and negative qualities of dependability

Come to Think oflt | — 135

under one label, or separate them into dependable and undependable
since the quality of experience in each instance differs? Marketers must
address these issues before finalizing a consensus map.

The scope of a construct affects managers’ subsequent interpreta-
tions of the evidence and shapes their decisions and actions. Harvard
University’s Jerome Kagan, one of today’s most insightful psychologists,
warns against too much abstraction or vagueness in defining con-
structs. As we've seen, constructs such as “impulse buying,” “fear,”
“customer satisfaction,” and “brand loyalty” can mean different things in
different settings and to different individuals. For example, consider the
construct “fear.” A fear that one may have body odor, that one will get
into an accident, or that one will run out of crucial supplies during
a party are all very different. Similarly, the meaning of “refreshing”
changes when we use it to describe drinking bottled water, taking a
shower after strenuous exercise, enjoying classical music in a park, or
opening a window on a warm spring day. And finally, the "care" that
consumers experience in a supermarket is not the same care they receive
in an auto dealership or from a telephone help line. In fact, as we've
noted earlier, one of the major points of convergence in recent thinking
in philosophy, neuroscience, cognitive science, and sociology concerns
the importance of the context in which thought and action occur." The
physical and social setting of experience gives very different meaning to
the same terms—not just the differences in the settings in which a prod-
uct is used, but in which research data are collected.

Kagan explains, “The biology of the brain provides the basis for an
envelope of psychological outcomes, just as a large outdoor pen con-
strains the animals inside but does not determine any one arrangement
of the animals."?? The same construct, even in the same "pen," may take
on different shades of meaning depending on context or situation. For
example, the meaning of a "bargain" varies depending on the influence
of a fellow shopper, which store or even which country one is in, and
the mood of the shopper, not to mention the specific product or service
and the nature of ones last purchase experience.? The basic thought
may have different antecedents as well as different consequences in each
setting and thus take on a different "persona" in each context. For exam-
ple, the same consumers in a study in Europe described coffee and
Water using many of the same terms, such as balance, transformation,

136 | Understanding the Mind of the Market

energizing, and rejuvenating. However, the imagery and metaphors
associated with these thoughts revealed. that the two beverages pro-

duced the thoughts captured by these labels in very different ways.

Rejuvenation with coffee differs from rejuvenation with water. By better

understanding the differences in the meanings that consumers attached

to the very same terms, the coffee manufacturer effectively presented

coffee consumption in a way that slowed the erosion of its market due to

increased bottled water consumption.

Society Seeps into the Mind/Brain

Where do thoughts originate? At first, the answer seems obvious: in the
mind, from thinking processes emerging from neural activities. Indeed,
as cognitive neuroscientist Steve: M. Kosslyn and many others suggest,
our conscious and unconscious thoughts are the product of brain activ-
ity. However, that explanation stops short. The brain often produces
what social settings condition itto do.^ —

Consider one’s sense of self. Certainly a consumer’ sense of self
affects his thoughts about a product, company, or advertising campaign.
But what is the self, precisely? One's sense of self is a private, personal
quality. After all, what could we as individuals possess more than our
self-image? What shapes who we are? The many influences include our
biological makeup as well as our life experiences; our social world—that
is, our parents, the casual social networks in which we circulate, our
immediate community, and the social standards we learn as we mature;
the larger culture around us; and the educational, governmental, occu-
pational, and other institutions we encounter. Even our personal memo-
_ Ties, as we shall see, have social origins.

" The unique qualities of consumers tend to emerge through surface-
level techniques. Companies that emphasize these unique qualities,
especially by using sophisticated data-mining techniques, tend to gener-
ate multiple market segments that require greater product differentiation.
Sure, they can tailor products and services to unique groups of con-
sumers, but customization is a costly strategy and often results in compe-
tition based on unimportant differences. Fortunately, managers are learn-
ing that, at deeper levels of analysis, consumers share a similar *anatomy"

Come to Think of It | 137

of thought and behavior on a given topic. For example, one firm distrib-
uting its goods through retail settings around the globe discovered that
the nature of the shopping experience in very different countries was
actually quite similar in important ways. Another manufacturer with a
global distribution channel found that consumers in very different cul-
tures shared fundamental preferences for certain appliances, whereas the
company had previously believed there were significant differences. This
finding led to a more efficient and more effective product R&D process
as well as better communications. The differing thoughts and actions that
we observe at a surface level often rest on deeper, more common fea-
tures. These deeper, shared features tend to drive consumer behavior
most strongly and change little over time. Thus, their relative importance
and stable nature make them better bases on which to segment markets
and design goods and services. For example, Drake Stimson reports that,
by shifting from a surface-level analysis of consumers using traditional
methods and conducting deep analyses instead, P&G doubled its pro-
jected first-year sales of Febreze.P

The marketing community has made finer distinctions among con-
sumers, resulting in more market segmentation. As with increasing spe-
cialization in scholarly disciplines, increasing market segmentation only
worsens managers’ tendency to focus on consumers’ surface differences
rather than their similarities. Of course, consumers are both similar to and
different from one another in various ways. Their similarities hold the key
to understanding their thinking and influencing their buying behavior.
The deeper we dig, the more we find that otherwise very different consumers
share important thoughts and feelings about the same topic. These similarities
powerfully drive consumer behavior and remain surprisingly stable over time.

What explains the existence of shared, stable thoughts and feelings,
or human universals? In part, they arise from the neurobiological struc-
tures we all share. But they also emerge because people across highly
diverse cultures share many of the same problems and concerns, such as
how to raise a family, how to find meaning in one’s daily efforts, and
many other challenges.

Box 6-1 provides more detail on human universals. While lengthy
to identify the commonalities found across all cultures ever studied,
it actually understates the incidence of shared features among diverse
peoples.!$

138 | Understanding the Mind of the Market

Box 6-1

Human Universals:
The Myth of Diversity -

People who study various cultures and societies do so for a good rea-

. Son: Culture explains a considerable part of all behavior. Cross-cultural
studies often focus on differences between groups, reflecting an
inherent curiosity about our own uniqueness as well as what seems
deviant about others. However, social scientists are giving more atten-
tion to traits and behaviors common to nearly all societies.

This focus has overturned widely held beliefs about the distinctive-

- ness of different cultures. These beliefs include Margaret Mead's argu-
ment that adolescents in Samoa did not face the same challenges that
their Western counterparts did, Benjamin Whorf's hypothesis that lan-
guage shapes our perceptions of the world, and others' arguments that
the meaning of facial expressions váries across cultures. These and
many other supposed distinctions have been found wrong. Instead,
evidence increasingly suggests that, at a deep level, various cultures
display more commonalities than differences. Managers who are
developing market-segmentation strategies within or across cultural
boundaries should appreciate this news, because segmenting markets
can be very expensive.

The following list of universal or near-universal human qualities,
adapted from the work of Donald Brown, reveals how plentiful these
shared traits are." Anthropologists have identified hundreds of such
qualities. Of course, cultures may differ markedly in how they express
these shared traits, and marketers might attend to such differences.
Fortunately, for any product or service category, the relevant list of uni-
versals for concept development, positioning, and other marketing
decisions is only a small subset of those below.

* Use metaphors * Have a system of status and roles * Divide labor by
sex and age * Regulate the expression of affect * Record numbers *
Create art * Conceive of success and failure * Have standards for

ELLLNUTIESOCUISMEUUUIe ceo" ct MeorDUCIGEnetIITUIZIET ERN S UUMUETCC MER DENUNÉ

Come to Think oflt 1 139

— a e
measuring beauty and ugliness * Are ethnocentric * Choose pragmati-
cally * Believe in the supernatural * Have a range of temperaments *
Categorize color * Empathize * Dominate * Imagine " Personify * Create
solitary groups antagonistic to outsiders * Imitate outside influences *
Resist outside influences * Compete * Hold similar attitudes toward
supernatural occurrences, fear, hope, love, hate, good, bad, beauty,
ugliness, murder, theft, lying, and rape = Dance * Sing * Tell tales * Cre-
ate literary art * Use figurative language * Symbolize * Establish rules
and leadership to govern the allocation of important resources * Trade
and transport goods * Establish rules and regulations * Develop similar
cognitive functions * Consider aspects of sexuality private * Adorn
themselves * Associate art with ritual * Establish etiquette * Need nov-
elty * Are curious * Express emotion with their faces * Interpret rather
than merely observe human behavior * Use symbolic means to cope
with envy = Reciprocate (in both positive and negative tit-for-tat ways) *
Give gifts * Use logic and the logical notions of relationship * Orient
in space and time * Recognize property rights * Associate music with
ritual * Are consciously aware of memory, emotions, experience of act-
ing on the world and making decisions * Distinguish between public
and private * Experience being in control as opposed to under control *
Decide collectively * Have organizations distinct from the family * Fol-
low rules about inheritance * Display personality apart from social
role * Recognize ascribed vs. achieved status * Use mood-altering
drugs * Prefer faces with average dimensions * Perform hairdressing
rituals * Give hair symbolic value * Overestimate the objectivity of
thought * Expect parental care and training of children * Provide for the
poor and unfortunate." Recognize economic obligations in exchanges
of goods and services * Demand truth in certain conditions * Cannot
transcend guilt » Are aggressive * Need privacy and silence occasion-
ally * Need to explain the world * Sacrifice one's self for one's group *
Think men and women differ in more than only procreative ways * Lie *
Use and understand the concept of equity and most of the West's
other general legal concepts * Celebrate special occasions by looking
their best * Wish to allure * Desire to stand out from others * Feel pride,
shame, amusement, and shock * Forego present pleasure for a

— unÓ—M—ná Í——ÀÀ—À——msnnÓm—!—n

(continued)

140 | Understanding the Mind of the Market
a Tae Ta a Le eI Un
deferred good * Use same basic color categories * Identify the same
geometric forms * Consider the relationship of nature to culture *.
Consider morally right and wrong methods of satisfying needs * Form
a personality structure that integrates needs (id), values (superego),
and executive-response processes (ego) * Attach meaning to the
essentially meaningless " Provide for socialization of children and oth-
ers * Control disruptive behaviors * Distinguishing between general
and particular * Archetypal themes of love and hostility * Animism =
Some degree of inequality and dominance = Play of imagination "
Coordination * Subordination * Obscenity * Fear of the consequences
of envy * Sentiments of affiliation * Sexual jealousy * The desire for
children * Group regulation of individual actions * Supervision or lead-
ership * Male predominance in public decision making * Mother-child
tie * Families or households * Consultation in collective decision mak-
ing * Informal versus formal consultation = Sexual modesty " Kinship *
Succession * Moderator-type leader * Nonlocalized social groups = Inti-
mate property vs. nonproperty * Loose property * Equation of social
and physiological maternity * Dominant household dyad includes at
least one adult = Interpersonal grooming = Problem solving by trial-and-
error * Insight * Reasoning * Joking * More time and care spent on rit-
ual or symbolic objects than on utilitarian objects * Sex differences in
homicide * Revenge * The senses of duty and indebtedness * The con-
cept of provocation * Resentment * Stages of cognitive development *
Signals and sayings that convey erotic, reproductive, and gender
meanings * Consciousness of birth and death * Mothers raising tonal
frequency when speaking to children * Eyebrow flash * Expression of
surprise * Facial expression of contempt * Imposing order on the uni-
verse * Reciprocity * Taboo * Anthropomorphizing * Identity * Religion
that consists of an “ethos” and a “worldview” = Spatio-temporal orienta-
tion * Topographic and place names * Motivational orientation " Ideals *
Symbolizing self in time and space * Conscious awareness of memory
* Emotions * Self-responsibility * Social structure influenced by accu-
mulated information * Mutual influence of personality and social role *
Worldview involving entities not directly observed or observable "
Curiosity about one's nature * Positive death customs * Care of ill or

SS e a T E A IECIT YaWWzI ee IM GUAE eed

Come to Think of it | 141

——————— a er a A O

injured * Altruism * Denial of unwelcome facts * Distinction between
good and bad, in-group and out-group, family and others * Some form
of prohibition of rape, murder, and other violence * Regulation of rela-
tionships between family members * Concept of property * No eco-
nomically egalitarian societies * Consuming substances to partake of
their properties * Ornamentation = Rational thought * Psychological
self-defense mechanisms * Psychological processes of projection, dis-

"placement, rationalization, sublimation * All languages employ thirteen
semantic primes: |, you, someone, something, world, this, want, not
want, think of, say, be a part of, become * Psychological language *
Contrast between white-positive and black-negative * Concept of
future and other "alternatives" * Relationships * Adultery * Courtship *
Culture * Flirting * Homosexuality * Juvenile delinquency * Dominant
individuals are a focus of attention = Games of skill and chance * Loy-
alty * Male activities that exclude females and/or are secret * Male
dominance (in political arena) * Myths and legends * Persons who
attempt (or pretend) to cure the ill = Psychoses and neuroses * Suicide
* Taboos (and avoidances) * Traditional restraints on the rebelliousness
of young men * Metered poetry * Association of poetry with ritual *
Humans are inveterate predictors * Sounds as a medium of ritual com-
munication or experience * Universal drive for altered states of con-
sciousness * Play fighting * Fear of snakes
Source: Adapted from Donald E. Brown, Human Universals (New York: McGraw-Hill, Inc., 1991),
157-901.

————— ÁÓÁm——— —ÀÀ— Há—— ——sc—G——— nsi

Bundling Thoughts: Consensus Maps

As discussed above, the more deeply we dig into consumers thoughts
and feelings about a situation or context that these consumers have in
common, the more likely we will find important constructs that they
share as well. For example, in a study of how women picture their day,
women from all walks of life, including those living in shelters as
well highly successful professionals, displayed many of the same basic

142 | Understanding the Mind of the Market

thoughts and feelings. To be sure, differences were apparent, including
how they expressed those thoughts and feelings. But several constructs
that captured the essence of how they picture their day were the same.
Similarly, an OZA study found that shoppers in France, Japan, India,
Egypt, the United States, and other countries displayed the same views
of shopping as a journey; they perceived the same milestones, goals,
frustrations, surprises, successes and failures, and personal achieve-
ments, even though the cultural settings varied substantially.

Not only do different consumers share many of the same deep
thoughts and feelings about product or service needs or experiences,
but the ways in which these constructs are related to one another are
also shared by otherwise different people. This brings us to the impor-
tant topic of “bundling” thoughts into meaningful systems.

If we gave constructs human qualities, then we might say that indi-
vidual constructs become bored in the absence of communication with
other constructs. In fact, an isolated construct has little meaning on its
own. It has meaning only through its “conversations” with other con-
structs. Two analogies will help clarify this point.

Think of constructs as people. Every person changes in some way
depending on each interaction. At work we have a professional de-
meanor; at home we may act more casually. We engage strangers in one
way and longtime friends in another. Sometimes these differences are
trivial, but often they are important. The more people we interact with
and the more diverse they are, the more complex our own behavior
becomes. The same is true of constructs. A construct becomes more mul-
tifaceted the more it interacts with other constructs. For example, by
itself, the construct "escape" means little. But when it connects with other
constructs, it conveys more meaning. Specifically, "escape" can represent

something physical or emotional. When connected to "relief" and “work,”
` it means avoiding stress, not physical danger. The construct “escape”
becomes still more complex as we associate it with yet additional con-
structs such as home, poverty, embarrassment, and snack foods.!

Another analogy involves musical instruments. An instrument coor-
dinates with others to yield distinct performances. A guitar can be a part
of an orchestra and follow a pattern of associations with other instru-
ments. It may be more or less active than other instruments, and its vol-
ume may differ over the course of the piece. There may even be a brief

Come to Thinkoflt | —143

guitar solo. When played in a different musical piece, a guitar may fol-
low a different pattern in its working relationship with other instru-
ments. Moreover, the performance might vary (to the trained ear)
according to the conductor or the acoustical properties of the perfor-
mance setting. The guitar in a rock band would certainly have different
interactions with the other band instruments than a classical guitar
would have in an orchestra. Thus, the performances context matters
and extends to the mood and even prior experiences of listeners."

The idea that constructs form networks with other constructs also
has important managerial implications. Associations among constructs, not
constructs in isolation, drive consumer behavior. For example, when an
inexperienced customer walks into an automotive showroom, his feel-
ings of uncertainty may activate and link the constructs “vulnerability”
and “expertise” in his mind. (For convenience here, the term “vulnera-
bility” takes on different values, such as “highly vulnerable” or “not at all
vulnerable,” just as “expertise” includes states where the consumer has
lots of or little knowledge. Marketers must determine when to combine
opposite states in a single construct and when to treat the opposite
states as two different constructs.) A well-meaning friend might have
heightened this association with a story of a bad experience at a car
dealership. Thus the consumer may feel especially vulnerable and self-
conscious about his lack of expertise.

As a result of this activation (recall our discussion of priming), the
customer will notice certain things in the showroom and use them to
confirm his assumptions about what the car-buying experience will be
like. For example, as in most dealerships, he might see an aggressive
salesperson, trophies displayed in a cubicle, leftover pizza, a Styrofoam
coffee cup, and hints of a special offer. These objects may trigger vague
images of predator and prey, which in turn may prime the innate “fight
or flight” response that occurs when people feel threatened. If this
response gets activated, the potential buyer will spend less time in the
showroom—and therefore be less likely to buy a car.

The same two constructs working together may trigger other
constructs in the shoppers mind, such as “need help.” This new con-
struct may lead the person to search for car-buying assistance from
a trusted advisor, a helpful publication such as Consumer Reports’
car-buying guide, or an online information source. Thus, the associations

144 | Understanding the Mind of the Market

among constructs start the journey toward actual behavior. This. doesn't-
mean that a simple list of constructs isn’t helpful. Under the leadership
of Tom Brailsford, head of knowledge management at Hallmark, that |
company has made impressive use of a list of more than twenty con-
structs reflecting consumers’ thinking about companies that have
their best interests at heart. Specifically, Hallmark has used the list
to help retailers understand how they are perceived by their ultimate
consumers.

To understand the associations among constructs that a particular
group of consumers holds, marketers can develop a consensus map. A
consensus map is a display showing how the thoughts and feelings a
group of consumers share about a particular topic are also connected in
similar ways. 7

Figure 6-2 is an example of a simple consensus map showing con-
sumers' constructs about companies that would have their best interests
at heart. (This map is a “submap” from a larger map of constructs on this
topic.) The figure shows some of the major constructs and how they are
connected with one another. Put differently, a consensus map shows
most of the thinking of most consumers on a topic. Although the num- |
ber of constructs varies from project to project, metaphor-elicitation
techniques usually produce consensus maps that contain about 90 per-
cent of all key ideas expressed by any individual consumer interviewed.
(In validation studies conducted with several firms, including Eastman —
Kodak, DuPont, and General Motors, these techniques also basically
double the number of ideas judged actionable and relevant to managers
compared with other methods, which range from focus groups to sur-
veys involving more than 30,000 respondents.) As noted in chapter 5,
other researchers report that eight conventional one-hour, one-on-one ~
personal interviews produce the same number of ideas as eight focus
groups involving a total of sixty-five people. Not surprisingly, more-
thorough interviews based on recent advances in several disciplines can
be unusually effective, producing a large number of important insights
using a small number of people.?!

In the diagram, lines connect the various constructs to show how
consumers link them. For example, many firms study the construct
"dignity" to understand consumers' thoughts about companies. Dignity

Come to Think of lt | 148

FIGURE 6-2

A Submap of Thoughts about a Company That Has Consumers’
Best Interests at Heart

Dependability

Responsiveness

Patronage omo E

"UM «USE Hospitali
Moral
Character

Source: Mind of the Market Laboratory/Harvard Business School.

is like an opinion leader: When activated in consumers' minds (for
instance, through an advertisement, the behavior of a salesperson, or
hearing an acquaintance describe an experience with a company), this
construct in turn activates many other constructs (twelve of them, to be
precise). By contrast, activating "hospitality" stimulates fewer con-
structs. While we know that constructs and associations are important,
we cant exactly determine the relative importance among these con-
structs and the exact strength of their associations. For this information,
we need a survey based on these constructs. Often managers focus on
constructs that have many associations with other constructs. Or, based
on certain strategic goals or a competitors positioning, managers will
study one construct in greater detail, independently of the other related
constructs.

The data used to create figure 6-2 has enabled several firms to
examine all the constructs that consumers in this study frequently asso-
ciated with “dignity,” whether directly or indirectly. They did this by fur-
ther analyzing the data and then creating a submap around “dignity.” A
leading financial services firm used this submap (see figure 6-3) to
strengthen its customers' already-positive judgments of the firm. The

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insights gained from the submap resulted in even more effective com-
munications about the firm’s sense of pride and its evolving financial
offerings. When “dignity” is activated in positive or negative ways, the
other constructs shown in this figure will likely be activated as well.
Likewise, the activation of one of these other constructs will probably
activate “dignity.” Thus, the influence of two constructs on one another
flows in both directions.

This submap shows some additional interesting associations be-
tween “dignity” and other constructs. Consumers’ judgments about how
a company respects their dignity also relates to their perceptions of how
the company treats its employees and whether the company appears to
behave selfishly, has a sense of pride and spirit, and is evolving. When a
major camera manufacturer originally conducted corporate-image sur-
veys outside the United States, it overlooked the "care of personnel"
construct. It later discovered that consumers questioned the firm's
respect for employees. In its subsequent communications with con-
sumers, the firm stressed its favorable treatment of its employees. The
next time it conducted the survey, it saw a marked improvement not
only in the “care of personnel” construct but also in assessments of “dig-
nity” and “pride/spirit.”

Our thoughts occur as activations among neurons. Neurons that fire
together wire together; thus particular groups of neurons come to represent a
thought. More important, different groups of neurons connect to form
systems of thought. Constructs are names or labels that researchers and
managers use to discuss consumers’ thoughts as revealed through
metaphor-elicitation and consensus-map interviews. While some
thoughts seem to be hard-wired—that is, innate—many other thoughts
are created by the social context in which we live.

Moreover, because our brain structure and functioning are similar
(at least at birth) and we all grapple with similar problems and chal-
lenges in life, we develop many common qualities. These shared quali-
ties may have different surface expressions, in the same way a language
can have many different dialects. However, consumers from very differ-
ent cultures share a great deal—and their commonalities outnumber
their differences.

148 | Understanding the Mind of the Market

Understanding human universals is vital for companies that market
to diverse audiences. It means first identifying what different market
segments have in common and then asking, “What different expressions
of these shared values, goals, or core behaviors must we respect and
acknowledge?” Consensus maps can help marketers identify these com-
monalities and understand how they interact. Armed with these
insights, managers can reengineer consumers’ consensus maps to boost
consumer satisfaction, strengthen brand loyalty, and enhance sales.

Chapter Seven

Reading the Mind of the Market

Using Consensus Maps

Customer frames of reference are the strategic
, playing fields where innovative managers devise

and implement their creative leadership.

D ONSENSUS MAPS are strategic playing fields for managers.
JJ Immunex used a consensus map about physician decision
making as the basis for its very successful launch of Embrel; Schieffelin
and Somerset used such maps to reposition several established beverage
brands; Procter & Gamble, AT&T, IBM, and Samsung Electronics use
consensus maps to develop new product concepts; and firms such as
Coca-Cola, Bank of America, J. Walter Thompson, and Fidelity Invest-
ments use them to develop communication strategy. The construct asso-
ciations illustrated in a consensus map represent how consumers cur-
rently think about a topic. The map thus captures the socially shared,
connected constructs that are most prominent in the minds of those
market-segment members relative to a specific topic. In this sense, a con-
sensus map serves as an "anatomy" of the mind of the market.

As noted before, evidence suggests that when researchers use in-
depth, one-on-one interviews to build a consensus map, they need only

149

150 | Understanding the Mind of the Market

a small number of consumers from a particular market segment to iden-
tify enough constructs and relevant associations to represent the larger
segment.! As Richard Wirthlin, CEO of the strategic research and con-
sulting firm Wirthlin Worldwide, notes, “It never ceases to amaze me
how, when interviewed carefully, so few people can generate such
broadly representative ideas.” Managers and researchers in several com-
panies report independently that twelve to fifteen two-hour interviews
with representative consumers can yield a consensus map that accu-
rately represents the larger population of that market segment.’

Once researchers have created a consensus map, managers must
interpret it very carefully. The map may reflect the impact of the com-
panys prior or current marketing strategy. For example, a consensus
map developed for a leading software company revealed that the firms
strategy succeeded in conveying "unparalleled expertise" to consumers
at the corporate brand level. Indeed, this construct affected consumers
evaluation of the company’s products and even its stock. Simultane-
ously, another important construct— responsiveness to consumer prob-
lems"—didn' surface nearly as strongly in the consensus map. This
absence suggested that consumers didn’t see the company as responsive
to them. Accordingly, the firm reexamined the "customer responsive-
ness" component of its strategy and changed several practices. Nine
months after the changes, the “responsive to consumer problems" con-
struct surfaced in a new consensus map as a salient and positive feature
of consumer thinking. The firm credited the change as a force behind its
increased market share in certain product lines.

Key Strategic Questions

When working with consensus maps, managers must ask themselves
several questions:

* Which constructs should we analyze further?

* What do we convey to consumers relative to each construct?

* Do we activate these constructs in negative ways at certain
points of contact with consumers? Do we plan the signals about
each of these constructs or leave them to chance?

Reading the Mind ofthe Market | 151

e How do we “score” on each of these constructs compared to our
competitors? i

e How do we score on the quality (positive or negative) and
strength of associations between constructs?

« Who within the company is most responsible for each construct
and construct association?

The answers to these questions can help managers evaluate their
current marketing plans relative to consumer thinking and target areas
of existing marketing strategy to reexamine.

Though researchers' interpretive summaries of raw data from the
consensus-map interviews can help managers analyze and act on the
map, the original data—in the form of metaphoric images and verbatim
quotes—are even more vital. This raw material provides a fuller under-
standing of consumers’ thoughts. It also enables managers to develop
additional insights using their unique knowledge of the product or serv-
ice in question.

Figures 7-1 through 7-4 show a sample consensus map and the raw
data behind it, created for a study on privacy conducted by the Harvard
Business School Mind of the Market Lab. Figure 7-1 shows the larger con-
sensus map reflecting the key constructs and the important connections
among them. In different ways, nearly all participants in the study men-
tioned each of these constructs and the connections between them. A sub-
set of five constructs that firms such as Johnson & Johnson, American Cen-
tury, General Motors, Hallmark, General Mills, the Coca-Cola Company,
and others have found especially interesting is highlighted in the figure.

Figures 7-2 and 7-3 depict excerpts from the electronic version of
the consensus map and the raw data behind the highlighted constructs.
A user can click on a construct on a computer screen and access the
construct definition, a set of sample quotations from which the con-
struct emerged, and one or more visual metaphors that the study partic-
ipants used to express their thoughts about the construct. Figures 7-2
and 7-3 show the data behind two constructs, "scrutiny" and "invasion."

However, as we saw earlier, the associations among constructs are far
more meaningful than the constructs alone. The connections or "lines" in

192 | Understanding the Mind of the Market

FIGURE 7 - 1

Consensus Map for Consumer Thoughts about Privacy

E.
Cay oo
Purpose

Feel Good
Belonging : [conte |
Vulnerable/
Knowledge Hide/Open Susceptible
Protective/ Not
Defensive Feel Good

figures 7-2 and 7-3 represent consumers’ reasoning processes that give
. texture and significance to their beliefs, feelings, and emotions. By click-
ing ona line, users see metaphors and quotations illustrating how the two
constructs are related; that is, what “conversation” the two constructs are
having with one another. Figure 7-4 provides an example.
Understanding these linkages is crucial, because they provide the
best available basis for market segmentation. That is, companies should
define consumer segments on the basis of similarities in their reasoning or
thinking processes, not on the constructs alone, much less on other con-
ventional criteria such as demographics or purchase volume, which are
only proxy indicators of the thinking processes associated with buying
behavior. For example, by defining consumer segments based on shared
thinking about one of their products, a leading U.S.-based electronics
firm developed a far more effective marketing strategy than its previous

Reading the Mind of the Market | — 153

FIGURE 7.- 2

The Meaning of Scrutiny

AN Scrutiny: Being watched, tracked, observed.
Being judged. Being under a microscope, others
having information on you. A sense of Big Brother.
Examples:
“I felt really scrutinized, really judged like you're
not a human being, everything Is just based on
your numbers and they don't care what happened
to you."
"| think that snapshot is something that can be
examined. A snapshot is something that sort of

freezes a moment in time and you can go back and you can look and
you can examine those details. So, although there might be a lot of,
a lot of detail, once you have the snapshot, once you have the photo-
graph, you have all the time you want to go and pick through and
comb through those details."

FIGURE 7 - 3

The Meaning of Invasion

Invasion: Being intruded on; being
targeted, marketed to, bombarded,
contacted in a way one does not desire

or control. Others being intrusive, pushy.

“| think if you have a wall around you
and this is my personal space ! will feel
that they could get under my skin and
they would target your emotions or

m have access to.

14 | Understanding the Mind of the Market -

FIGURE 7-4

The Reasoning Process Involving Scrutiny and Invasion

i
LY

"But then the closer they
look the more the invasion
into your personal life and
to your financial world and
you've got more people
wanting to know more
things about you so in this
portion of your world
you're more vulnerable."

one, which was based only on a listing of variables developed in focus
groups and surveys. Focus groups didn’t identify associations among
key thoughts. Though surveys provided valuable insights about associa-
tions among constructs, they didn’t illuminate the actual reasoning that
“glued” constructs together. The metaphor-elicitation approach enabled
the company to define fewer meaningful segments. As a result, it
achieved significant savings on its manufacturing and advertising budg-
ets as well as exceeded projected annual sales by nearly 20 percent.

Reengineering the Mind of the Market

A consensus map is not necessarily “written in stone.” However, maps
representing fundamental issues such as what “feeling good” means are
less changeable than is a submap reflecting a specific way of feeling
good. Central human issues, such as the meaning of “home” (of rele-

Reading the Mind of the Market | 155

vance to Home Depot and IKEA), will not likely change over a few years
in a given population, whereas subissues about "home" could. Such -
subissues might include the experience of keeping a home clean (of rel-
evance to DuPont), exercise equipment for the home (of interest to Nau-
tilus), and home appliance use (of interest to Samsung Electronics).

A consensus map can help managers “reengineer” the way in which
they interact with customers and thereby encourage consumers to see
their company’s offerings in new ways. Since the human brain (and con-
sequently the mind) retains plasticity far into adulthood, marketers
can change these maps, introduce new constructs into consumers’
thinking, and help them form fresh associations among existing ideas.
Through these changes, managers can reengineer the mind of the mar-
ket.^ Before making such shifts, managers must ask themselves the fol-
lowing questions:

e What do we want this map to look like six months or a year
from now?

e What changes in this map would align it with our current con-
sumer strategic vision?

* What constructs might we erase from current thinking?
Which ones receive too much consumer attention and should
we de-emphasize?

e Which constructs should we reinforce? —

«What new constructs should we add, to distinguish us from our
competitors?

* How might we introduce new constructs? To which existing
constructs should we connect them?

e What associations among constructs should we reinforce? For
example, how would we create a stronger link between
“exchange” and “open” (in figure 7-1)?

e What new associations might we establish between constructs?
For example, there is no direct association between “responsive-
ness” and “moral character,” and “honesty” and “hospitality” in
figure 6-2. Should we establish direct connections, or do indi-
rect connections suffice?

e Which existing association might we eliminate or weaken?

196 | Understanding the Mind of the Market —

A consensus map thus serves as a kind of road map for getting from
one place in the mind of the market to another. From a managers stand-
point, having a consensus map is just as essential to strategic planning
as having a regional atlas is to a traveler. Road maps show population
centers (constructs) and existing major and minor routes from one cen-
ter to another (that is, the neural pathways connecting neural clusters).
A traveler might look at her regional atlas and consider how to avoid a
city center, how long the trip will take, and what to bring along. Simi-
larly, a consensus map helps managers identify opportunities for and
obstacles to a successful marketing effort.

Using Consensus Maps:
Perceptions of a Financial Services Firm

An East Coast—based financial services company used a somewhat more
detailed version of the consensus map in figure 6-2 to evaluate how well
it conveyed its respect for the dignity of its high-net-worth clients. (As
noted earlier, clients feel that a company honors their dignity when it
provides evidence that its customers are important.) An initial evalua-
tion indicated that clients saw the firm positively in terms of “honesty”
and “providing protection.” However, they also viewed the company as
unresponsive to their needs, as not evolving, as having little pride, and
as treating its employees indifferently. These judgments were especially
pronounced among accounts lost in the preceding fourteen months, the
time period covered by the evaluation. Before the audit, key managers
had predicted their “scores” on these constructs. Relative to clients’ rat-
ings, individual managers overestimated their performance on these con-
structs by 22 percent to almost 60 percent. Clearly, the managers’ view
of the company—and themselves—differed markedly from that of the
firm's clients.

Some of the images clients used to describe the company drove this
point home. For instance, one individual used a picture of Mount Ever-
est to describe the firms lack of responsiveness to clients. “No matter
how many people climb it, no matter how bad conditions get, it doesn’t
budge. . . . Sure, its strong and will last but it doesn't bend to special

Reading the Mind of the Market | — 197

requests or needs. It treats all climbers the same: ‘I dare you to change
me.” Another picture, this one of slaves rowing an ancient galley ship,
reflected account managers’ tendency, as judged by clients, to work
intensively at the beginning of their relationship with high-net-worth
clients. “Those guys,” the client said in reference to the managers, "wont
be around for you when you finish the voyage,” reflecting a concern
about long-term commitment from the managers.

The company explored how its own account managers experienced
treatment by the company and how this experience was conveyed to
clients. As one outcome of the in-depth follow-up, senior executives
sent more congratulatory messages to account managers. Also, the
account managers altered their behavior in certain ways and began
using different words to describe the company to customers. As another
outcome, the firm designed a special new brochure for clients and
prospective hires. The brochure copy emphasized the unique oppor-
tunities that the company offered its employees, such as continuing
professional-development assistance. By highlighting such programs,
the firm demonstrated its commitment to treating account managers
with respect. !

All these changes in turn ensured that account managers treated
clients with respect. A subsequent audit several months later showed
dramatic improvement in all the areas targeted by the remedial effort. In
addition to illustrating the power of a consensus map, this firm's experi-
ence also demonstrates how internal relations within a company can
affect the corporate brand.

How did this company use its consensus map to implement needed
change? After analyzing the map, the firm decided to establish a direct
association between “dependability” and "dignity" in their clients’
minds. The absence of this association became clear when managers
examined the perception of the firms competitors in the marketplace.
Strengthening clients’ association between “dependability” and “dig-
nity,” the managers realized, would help them differentiate the company
from a major competitor. The firm set out to create other new connec-
tions in clients’ minds as well. The second audit showed that the new
associations were indeed taking hold and sharpening the company’s
competitive edge.

158 1 Understanding the Mind of the Market

Using Consensus Maps: Achieving Financial Goals

Many men and women between the ages of thirty-five and forty-five are
focused on achieving personal financial goals. As they strive toward
these goals, they engage constructs that represent their experience dur-
ing this journey. Table 7-1 shows some of these constructs identified in a
study by another organization.

Figure 7-5, a submap of a larger consensus map for achieving finan-
cial goals, shows how the five constructs in table 7-1 relate to one
another.

Although many people in this market segment share these con-
structs and their connecting paths, different people within the group
might experience the system shown on the map differently. For
instance, an independent person may feel quite confident about achiev-
ing his personal goals. He may acknowledge that life occasionally
“throws you curve balls,” but he doesn’t worry about them. This same
person may feel sufficiently well informed about personal finance that
he does not want special assistance with financial decisions. Figure 7-5
suggests that the more knowledge people believe they have, the more
confident they feel in making decisions. Furthermore, the more knowl-
edgeable and confident they feel, the more likely they are to take
chances, especially if their decisions won't strongly affect other people.

TABLE 7 - 1

Sample Personal Finance Constructs

Construct Description

Confidence The level of certainty (or uncertainty) about reaching one's goal.

Discipline How steadfast one is in following an established course of action for
achieving one's goals.

Chance The role and salience of things one has little or no control over, such
as winning a lottery or suffering a major, uninsured property loss.

Knowledge The expertise to develop and implement a financial plan.

Beneficiaries Other people directly affected by one's success or failure in achieving

one's goals.

Reading the Mind of the Market | 159-

FIGURE 7-5

A Submap for Achieving Financial Goals

Confidence Discipline

Knowledge

Beneficiaries

On the other hand, those who believe that they lack knowledge feel less
confident and vulnerable to the vagaries of chance—a situation that, in
their view, requires more financial planning discipline. As one consumer
explained:

Because I don't have much control over what happens to me or even to
the economy, I must be extra careful to mahe sure I put enough money
away to protect my children no matter what happens. But I sometimes
feel guilty about that, since I have less to spend making their experiences
better now. And, well, I'll say it, why can’t I enjoy some of the fruits of
my labor too?

The more confident person engages with chance differently:

I think chance is there, but I also think you make your own luck, so I
don't worry a whole lot about putting money away on a routine basis.
After all, how often does it really rain, and so what if it does? It’s just
me now.

Both people expressed thoughts about chance, discipline, and bene-
ficiaries and made the same connections among them even while engag-
ing with these constructs differently. The financial services firm sponsor-
ing this study understood that its clients filter the information the
company provides through the “lens” represented in figure 7-5, even
though the filter, in effect, has different colors for different groups of

160 | Understanding the Mind of the Market

“viewers.” An individual who wavers about her ability to. achieve her
personal financial goals might see the firm's financial planner as a SUITO-
gate knowledge bank. The company could craft its marketing informa-
tion to communicate this option, demonstrating that the company’s
financial planners are skilled at managing balanced portfolios. To more
financially experienced individuals, the firm could characterize its
financial planners as additional knowledge resources to help clients
assess risk and gain even greater confidence in their financial decisions.
After all, even experts share knowledge and seek guidance from one
another.

How could the firm reengineer the mind of the market in this situa-
tion? It could find ways to make uncertain individuals feel more com-
fortable about managing risk. Or induce a greater sense of risk and vul-

nerability among those individuals who currently feel quite confident
by, for instance, emphasizing that one can never have enough knowl-
edge about personal finance. Or present its financial planning service as
a helpful option for those who feel they lack self-discipline.

Managers can generate ideas for reengineering a consensus map by
analyzing the map and its supporting data or for forming hypotheses to
test further. For example, the financial services firm noticed that the
construct of “fun” was missing from the consensus map. The company
hypothesized that, with the proper coach or guide, consumers might
view financial planning as an engaging, interesting, and enjoyable activ-
ity rather than an intimidating chore. Indeed, this company decided to
experiment with this construct. By creating a game-oriented software
package for planning, it helped consumers associate the construct "fun"
with the constructs "confidence" and "discipline." The experiment
proved a resounding success. A new consensus map developed more
than a year later showed “fun” as a key feature of clients’ thinking.

When Consensus Maps Interact

Consumers have thousands of constructs—and hence thousands of
consensus maps—in their minds. Some are broad, such as “what is an
innovation?” Others may be quite specific, such as “what I think of
detergentless washing machines.” Also, just as hearing one story

Reading the Mind of the Market | — 161

reminds us of another, activating one consensus map (which itself is a
kind of story) may activate another map. This "domino effect" happens
because different consensus maps often share constructs. Shared con-
structs are like doorbells at different homes that are wired together.
Pressing a doorbell at one home stimulates activity in that home and
may cause the doorbell at a neighboring home or another one even far-
ther away to ring. Activity then increases in those homes as well. With
consensus maps, when a single “button” is pressed, activity erupts in
several locations—including in other maps.

For example, the construct "anticipation" may crop up in numer-
ous consensus maps. Consensus maps of consumers' thinking about
exercise include the anticipation of working out with friends and of
feeling relaxed and accomplished afterward. Yet "anticipation" also
shows up as a construct in consumers’ consensus maps about eating
snack foods. For instance, an individual may anticipate eating a candy
bar as a reward for completing a difficult task (such as exercising).
Sometimes people highly prize just the idea of indulging in a snack
food. The anticipation is an important part of the snack-food consump-
tion experience.

Of course, the experience of anticipation differs depending on
whether anticipation is associated with exercise or with a snack-food
feast. These differences stem from the influence of the other constructs
in the respective maps. Still, maps that share “anticipation” as a con-
struct are theoretically capable of “ringing” one another whenever the
anticipation “bell” is pressed. Nobel laureate and neuroscientist Gerald
Edelman calls this process “reentrant mapping." In our case, the
thought of engaging in a workout activates “anticipation” and other con-
structs in the working-out map. Once the neural cluster represented by
“anticipation” has been triggered, it may trigger other maps where
“anticipation” also appears. (See figure 7-6.)

Figure 7-6 shows two consensus maps. Since the two maps share a
common construct, “anticipation,” each has the potential to activate the
other, represented by the dotted line in the figure. When the map for
working out is activated, as shown in figure 7-7, the “anticipation” con-
struct in that map may activate the same construct in the snack-bar
map, as shown in figure 7-8. The different shades highlighting “antici-
pation” in both maps indicate that this construct differs in the two maps

182 | Understanding the Mind of the Market

FIGURE 7-6

Reentrant Mapping (Step 1)

Mental Model for Workout Mental Model for Snack Food

Companionship Reward

Anticipation )------ Anticipation

Childhood

Self-esteem ;
Memories

FIGURE 7-7

Reentrant Mapping (Step 2)

Mental Model for Workout Mental Model for Snack Food

Reward

Anticipation

Childhood
Memories

because of its association with different constructs in each. If the activa-
` tion of “anticipation” in the snack-food map is strong enough or if the
two maps share other constructs, then the entire snack-food map and
working-out map may become active, as shown in figure 7-9. For exam-
ple, the two maps may share constructs such as “reward,” “indulgence,”
"energy," and perhaps "guilt."

Consensus maps reflect the shared frame of reference or viewing lens
among those in a target market about a particular topic or issue. These

Reading the Mind of the Market | — 163

FIGURE 7-8

Reentrant Mapping (Step 3)

Mental Model for Workout Mental Model for Snack Food

Childhood
Memories

FIGURE 7-9

Reentrant Mapping (Step 4)

Mental Model for Workout Mental Model for Snack Food

maps change as consumer experiences change, and marketing actions
are one source of change. Thus, whenever managers tinker with a con-
struct in a particular consensus map, they must think about how those
changes might activate other bundles of thought in that map or in other
maps that may seem unrelated but in fact influence the purchase and
use of a product or service. To be proactive in reengineering consensus
maps—consumers’ shared mental models—marketers need to have a
clear understanding of them and a clear vision of how they would like
consumer consensus maps to look. Then they must evaluate the feasibil-
ity of marketing actions to bring those changes about.

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Chapter Eight

Memory's Fragile Power

Life needs the mythmaking of memory.

A LL OF US ASSUME that our memories inherently belong to
us, accurately reflect reality, remain under our conscious
control, and influence us only when we “call them up” or “bring them to
mind.” Yet recent research in psychology, biology, sociology, and neuro-
science reveals that our assumptions about memory are tenuous at best.
Memories are malleable: Not only do they fade or disappear over time,
they change every time they come to mind, with every new human
experience.

"Memories don't sit in one place, waiting patiently to be retrieved"
like snapshots, write Elizabeth E Loftus, professor of psychology at the
University of Washington, and Katherine Ketchum, author of The Spiri-
tuality of Imperfection. “They drift through the brain, more like clouds or
vapor than something we can put our hands on.”

So what are memories? They are the “fragile but powerful products
of what we recall from the past, believe about the present, and imagine
about the future,” says Harvard University psychology professor Daniel
Schacter, a leading authority in memory research.? Although memories
can distort and inaccurately represent our experiences, they still influ-
ence us considerably. "Even when memories are vivid and subjectively

This chapter title is based on a phrase suggested by Daniel Schacter.

165

166 | Understanding the Mind of the Market

compelling," Schacter continues, "there is still no guarantee that they are
accurate. Even though vivid memories are often veridical, it is striking
that a variety of pu vs exist in which subjectively compelling mem-
ories are grossly inaccurate.”

Research on what Schacter calls the “sin of suggestibility” shows
that the very research methods—surveys, personal interviews, and
group discussions—used to understand consumers’ memories can alter
those memories. Marketing managers thus must understand how mem-
ories are produced if they hope to influence what consumers will
‘remember about their products or services. Consumers’ memories are
shaped by the social and cultural world in which consumers live and in which
they seek to define themselves.* Society and culture therefore play a lead-
ing role in the malleability of memory. As Jeffrey Prager, professor of
sociology at UCLA and a faculty member at the Southern California
Psychoanalytic Institute, explains, “The memories consumers create are
narrative fragments intended to account for one’s feelings and bodily
sensations." They are a new “photo” creating a new picture to explain a
current experience under the disguise of simply retrieving a preexisting
photo.

Marketers do strive to create powerful memories for consumers
about a product or service. Ad campaigns aim to facilitate a consumers
storage and recall of the feelings and thoughts associated with the prod-
uct. For example, managers hope that providing a free sample or an
advertisement will etch the image of the product in a consumers mem-
ory—an image that he will remember later, when it comes time to
decide whether to buy.

Of course, this kind of technique is well known to most mar-
keters. What's more startling is marketers' ability to influence far more
- than what people recall from an ad or sample. Specifically, marketing
strategies can affect the shape, texture, and accuracy of a memory.
In essence, marheters play a central role in creating consumers' memo-
ries, thanks to memory’s intricate association with metaphor. Yet many
managers remain unaware of just how much impact they have in
this area. |

A marketing research study in Brazil also exemplified the notion
that memory can be distorted by newer experiences. In this unpub-

Memory's Fragile Power | 167 -

lished, proprietary study of supplier relationships, researchers led pur-
chasing agents loyal to a particular supplier to recall poor service after
they'd claimed to be satisfied by the service. By asking particular ques-
tions, raising an eyebrow in response to positive comments about the
supplier, and showing other surprised reactions to expressions of satis-
faction, the researchers subtly discouraged the purchasing agents from
making positive comments about the supplier. Indeed, the positive
comments tapered off and gave way to new, more negative feelings.
Through their exposure to subtle verbal and nonverbal feedback, the
purchasing agents created a new, more troubling memory of their long-
standing relationship with the supplier. They were unconscious of any
change in their memory of this relationship, but their confidence in that
relationship slipped." .

How Memory Works

To grasp the nature of memory, managers must familiarize themselves
with three cognitive elements that work together to create the experi-
ence called "memory" They must also understand the different types
of memory that exist and the ways in which consumers encode and
retrieve memories.

The Three Elements of Memory

Memories manifest themselves physically as electrochemical etch-
ings in our brain cells. Neuroscientists call these etchings engrams. As
we encounter and absorb information, that information enters neu-
rons that represent short-term memory. There it may evaporate in sec-
onds or be passed on and etched into other neurons that represent
long-term memory. Of course, not everything we encounter is recorded
for later retrieval. But if a fact or event has emotional significance
to us, we'll be more likely to store it in long-term memory. As we'll
see, other factors also increase the likelihood that a fact or event will
be stored.

168 | Understanding the Mind of the Market

Once stored, engrams are activated by cues or stimuli—such as an `
insert for a seasonal sale at your favorite clothing store that falls out of
your newspaper, your best friends suggestion to see a particular film, or
a point-of-purchase display for batteries that you see at the drugstore
checkout. The seasonal-sale ad may cue a memory of a stylish pair of
shoes or a briefcase you bought at a great price last year at the store.
Your friend's film recommendation cues you to remember another film
you enjoyed that this same friend recommended. The battery display
reminds you that your camera battery ran out at the wedding you
attended last weekend.

Some cues are obvious. Others are quite subtle, working their magic
in the shadows of the unconscious mind. Typically, we're not con-
sciously aware of most cues. Yet these stimuli count among the most
influential tools that marketing managers can use to incite the memories
that will inspire consumers to buy.

As we'll see in the next chapter, a metaphor is a relationship be-
tween two memory structures.? Thats why metaphors are a power-
ful way of eliciting hidden thoughts and feelings, and why the
choice of metaphor matters so much in product design and market
communications.

Experience Engineering, Inc., practices effective “cue management."
Led by Lou Carbone, Experience Engineering designs sales and service-
delivery environments intended to create positive memories in the
minds of consumers. Box 8-1 describes an example of their work in-
volving a hospital emergency room. As you might imagine, few experi-
ences are more memorable than being admitted to a hospital. Patients’
hospital experiences, quite aside from the technical quality of the med-
ical care they receive, can strongly affect their recovery. For these and
other reasons, careful management of patients' total experience in a
medical setting can have enormous social value, not to mention raising
the reputation of the hospital in the publics eye.

In addition to engrams and cues, consumers' goals or purposes
affect the memories that they create. In particular, goals and purposes
influence which cues people notice, and therefore which engrams
become activated in their minds. A year-long study in Great Britain
showed that, when women brought a child to shop for food, specifi-
cally to teach the child about wise shopping behaviors, these women

Memory's Fragile Power | 169 |

J. Box 8-1

Customer-Experience Management
at University Hospital

Business Issue

In 1997 University Hospital (UH) in Augusta, Georgia, implemented an
experience-management design for its Emergency Services Depart-
ment. Patient satisfaction scores had slowly declined, and competition
was increasing from urgent-care outlets throughout the city.

Implementation

The emergency room's (ER) experience-management initiatives began
by assigning a cross-functional task force from the hospital and the
ER. Representatives from management, medical staff, housekeeping,
and security participated in experience-awareness exercises, defining
the emotional connection that would anchor the creation of all experi-
ence cues. The subsequent experience design focused on connecting
patients and their families with the hospital in a more reassuring and
empathetic way.

The group identified more than one hundred cues that could
strengthen these connections, including the following:

- Directional road signs. The hospital placed additional signs far-
ther out in all directions from the campus. Signs reading "Hospital
3 miles" reassured newcomers to the area.

* Reconfigured furniture. Patients and families viewed chairs
arranged in traditional straight rows as big "waiting" cues. The hos-
pital rearranged the chairs in small circles with tables to moderate
the perception of a long wait, to promote conversation and privacy,
and to open up the area.

* Security guard turned greeter. A stationary security guard, previ-
ously posted behind an imposing desk, became a roving ambassa-
dor to help people navigate the registration process.

(continued)

170 | Understanding the Mind of the Market

. User-friendly language. The hospital. created "Care Points" to
help patients find their way around. For example, it changed the
puzzling "Triage Station" sign over the emergency room reception
desk to "Care Point 1 —Reception." "Pediatric Emergaq em became
Care Point 3, denoted by a popsicle icon.

= "Emergency room air-traffic controller." In | the past, once
patients were admitted, registration staff and waiting family had
been cut off from patients’ progress “inside.” The hospital created
a new position to track patient charts and inform family regularly.
No one set of cues transformed the patient experience at this hos-
pital. Rather, the benefit eliminated the negatives, followed by the
cumulative design and building of positive cues—all of which helped
the hospital to better reassure and empathize with patients.

The Power of Eliminating Negative Clues

An experience-management system should move an organization
beyond.a commodity experience to a palette of preferential clues that
engender greater loyalty to the organization. Firms usually create and
implement such a design in stages over several months. But organiza-
tions can benefit immediately by simply attending to and eliminating
negative clues in consumers' experience.

Once the UH experience task force began looking through the
lens of experience management, “a huge revelation and transformation
took place,” according to George Ann Phillips, director of emergency
services at University Hospital. "It was impossible to look at the world
the same way again."

For example, the initial scanning for clues so motivated some
members of the experience project team—doctors, nurses, and admin-
istrative staff—that they devoted part of a weekend to changing the
morgue experience for the surviving family. How might this be done?
Normal procedure had involved simply wheeling the body on a gurney
into a storage room, where the family spent time with each other and
their loved one. In a day's time, the group put up curtains for privacy, .

Memory's Fragile Power | 171

replaced harsh fluorescent lighting with incandescent lamps, furnished
the area with chairs, repainted the room, and even hung a wallpaper
border.

Results

Within one month of reducing negative cues, the ER experienced a
one-third decline in customer complaints. After implementing the
experience design, the facility's "overall quality of care" rating in-
creased 13 percent, and it earned recognition from medical staff as
the most improved department in the hospital complex. Ultimately, the
hospital implemented key specifications of the experience design in
the form of $5 million in renovations, to be completed in 2008.

Source: Courtesy of Experience Engineering, Minneapolis, MN, and University Hospital, Augusta, GA.

—————— —— m — À— —

remembered fewer bad experiences and described them less negatively
than when shopping with children for other reasons. In one study,
researchers discovered that consumers described their most recent ex-
perience at a bar differently depending on the reason they were given
for being interviewed. The different reasons for asking them to share
this experience constituted different goals as well as different stimuli.
When a goal is to quench thirst, consumers usually recall prior experi-
ences with cold beverages rather than warm beverages. When the goal
is to spend casual time with friends, consumers may recall a broader
array of beverage experiences.

Types of Memory

Learning and memory are closely connected processes. Through
learning, we acquire new information. Through memory, we can retain
that new information in a form that we retrieve later. Like a complex
database, the human brain stores and retrieves memories as bits of data.
To understand memory, psychologists commonly organize it into three
categories: semantic, episodic, and procedural. While all three memory

172 | Understanding the Mind of the Market

types are important, we emphasize semantic and episodic memory in
this discussion. jeter |

Semantic memory occurs when we recall the meaning of the words
and symbols that surround us. How many American consumers can see
a swoosh mark and not think “Nike”? Or hear the soundtrack from the
movie Jaws and not imagine a sharks fin breaking the surface of the
ocean? Semantic memory enables us to recognize our favorite brand of
orange juice, name a type of automobile or handbag, tell time, and iden-
tify a jingle from an advertisement.

Episodic memories involve the time, place, and situational aspects of
events. For instance, many of us vividly remember dressing up in cos-
tumes as children and touring our neighborhoods on Halloween, or
meeting our first love at age sixteen. Even a trip to Disney World with
the kids can remain etched in a parents mind for decades. As adults, we
remember all the major transitions in our childrens lives, such as their
first day of school or the death of a pet.

Whereas semantic memory is the “what” and “how” of our expe-
riences, episodic memory is the “where,” “when,” and “with whom."
Episodic memory fosters our sense of self in that our experiences with
other people in varying circumstances contribute to our self-identity.
Consumers express their self-identities through their choices in the
marketplace. Yet marketers rarely evaluate this aspect of memory when
testing advertisements or new-product names.

Procedural memory involves learned skills. As children, we learn
how to use the toilet, tie our shoes, and ride a bicycle. As adults, we
learn how to drive a car, vote in elections, and complete our income tax
forms. Procedural memory preserves process steps, the “how-to” in-
structions needed to manage our lives. For consumers, memories of this
type include "scripts" explaining what constitutes wise shopping behav-
ior. For example, a script might contain rules, such as when to haggle
over price, where to get the freshest produce, and whom to ask for sales
assistance.

The Ünconsciousness of Memory

Memory may also be explicit or implicit. Explicit memories are those
_ that we can voluntarily bring to mind. Surveys and focus groups tap

Memory's Fragile Power | 173

into explicit memory by asking consumers to recall aspects of their
experiences (such as quality of service, friendliness of staff, and so
forth). Implicit memories are those that we cannot readily or voluntarily
recall, even though they strongly influence our conscious thoughts and
our actions. Implicit memory depends on structures in the brain that are
older in evolutionary terms.

Until recently, researchers focused on explicit memory, because they
assumed that this form of memory enabled implicit memory to occur.
But memory researchers have begun differentiating memory based on
the consciousness of the process. Ás it turns out, our most powerful
memories, those that most sway consumer behavior, are often buried
deep in our unconscious.? Processes that activate those memories, such
as priming, often work without our awareness.

As we saw in earlier chapters, priming significantly influences
the unconscious mind. Through priming, one cue or stimulus facili-
tates the recognition of, or attention to, another cue. You may recall
the well-known drawing in which viewers see the image of either a
young woman or much older woman. However, we can influence
what the person sees by first showing words that describe being young
or old.

Consider the following lists of words:

noble princess court
castle regal prince
crown subjects purple
tiara king carriage
reign jester jewels
servant monarch joust
throne ^. royal

Now close this book and write down as many words as you can
remember. Or read the list to somebody else and ask him to write
down the words that he can remember. Thats what researchers did
in a study. One researcher read the list aloud to the participants,
asked them to write down all the words that they could remember
from the list, and then asked them how certain they were of their

answers.

174 | Understanding the Mind of the Market

They claimed to be just as sure about their correct answers as they
were about a particular incorrect answer—the word queen. Though
queen doesn't appear on the list, two-thirds of the study's participants
wrote down “queen” as a word “heard.” In effect, the presence of other
related words like king, prince, and princess suggested that queen also
appeared; that is, the related words primed people to think uncon-
sciously about queens.

A particular product name or an image in an advertisement can also
prime consumers' recollections of what they consider important in a
product or service. Something as simple as a wall clock included in a
magazine-ad photo can exert a powerful impact on what consumers
retain about the ad. For example, a picture of someone being helped at a
service counter in a setting where a wall clock is displayed is more than
twice as likely to evoke the notion of speedy service than the same
image without the wall clock. The wall clock primes unconscious
thoughts about time and hence speed of service. A consumer is more
likely to retrieve and use the criterion of speed when evaluating this
service provider, even though the ad makes no explicit reference to
speed of service. To borrow an analogy from Mark Twain, the difference
between the right marketing stimulus and almost the right stimulus is
the difference between lightning and a lightning bug.

Memory Storage and Retrieval

Remembering and forgetting are like Siamese twins: One doesn’t go far
without the other.'? We simply can’t hold every important thought in
our conscious mind. If we tried to do so, then we'd soon become dis-
tracted and unproductive. Imagine that while you were shopping for a
car, memories about a recent trip to the grocery store, your cousins
birthday party, or your Aunt Esther's famous apple pies kept flooding
your mind. Without memory, we cannot afford to forget, but without
forgetting we cannot focus our attention on the decision at hand.
Memory storage, or encoding, along with memory retrieval are also
virtually inseparable. Encoding involves transferring what we see, hear,
smell, taste, touch, think, and feel into our brain cells as engrams. How
we encode an event or fact strongly determines whether we will recall it

Memory's Fragile Power | 175

later. The intention to recall it won't ensure our doing so. For informa-
tion to move to long-term memory, we must encode it thoroughly and
deeply. This process occurs at various levels in the brain—many of them
deep in the unconscious.

One of the most influential theories about encoding is the "levels of
processing" approach. According to this theory, we analyze stimuli at
many different levels. At shallow levels, we notice physical or sensory
characteristics, such as the color of autumn leaves. At deeper levels, we
analyze the meaning of those physical or sensory characteristics. For
example, if you live in New England, then seeing bright orange leaves
might remind you that summer is coming to an end. If we process a cue
at a shallow level, then the resulting engram wont last long. If we
process a stimulus deeply, then the engram will endure longer and we'll
remember it more easily.

Table 8-1 describes various factors that influence whether informa-
tion will reach long-term memory. For example, memories strengthen
when we weave them into existing and new memories about our experi-
ences.!! Compared to a novice, an expert on home power tools will
more likely remember a particular detail about a tool because the prod-
uct has greater personal significance.

Once a memory is encoded, retrieval processes help us pull it from
memory. The brain uses several kinds of retrieval processes. For exam-
ple, when you see an image of a home-baked apple pie, perhaps you
remember a favorite aunt who baked pies for Sunday dinner. The cue
of the pie triggers your memory of your aunt. This associative retrieval
occurs involuntarily as a stimulus triggers a related memory. When you
try to remember the last time that you went to the dry cleaners, attended
a wine tasting, or ate a banana, you consciously work to retrieve a mem-
ory. This strategic retrieval is voluntary—akin to searching for a file on
your computers hard drive.

Context—including cues—is critical in both associative and strate-
gic retrieval. The Encoding Specificity Hypothesis suggests that. the
degree to which a current experience resembles the original context in
which we encoded a memory determines how easily we can retrieve the
same memory later.

Research also shows that the more information provided during
retrieval (for example, an image of a smiling, elderly woman serving an

176 | Understanding the Mind of the Market

TABLE 8 - 1

Elements Affecting Recall

Element

Description S

Consumer Thought

Has personal
significance

Is compatible with
current mood

Is tagged by an
emotion

Is action-oriented

Is consistent with
existing concepts

Has important
consequences

Is distinct

Is surprising

Can spawn a story

Is frequently
rehearsed

The product or service fits
a consumer’s sense of self.

Happy (or sad) feelings foster
encoding and retrieval of
happy (or sad) product
experiences.

The person associates an
intense emotion with the
event or product.

The product or event enables
the person to take some
desired action.

The product or event fits into
an existing consensus map.

Misreading directions on a
label could cause harm.

The product or event creates
a first-time experience.

The product or event falls
outside the person's comfort
zone or expectations.

The product or event triggers
other important associations
in memory.

The product or event is
repetitive.

“That dress is so me!”

“My grandmother always
made us cookies with
Nestlé chocolate chips."

“It wasn't just my first car; it
was a symbol of my dad's
recognition that | was
growing up."

“It promises immediate
relief from heartburn."

“When | use Downy, I’m
taking better care of my
children because | am

caring for their clothes.”

“I’m in deep trouble if I've
connected these wires
incorrectly."

“This soda feels ‘like
fireworks on my tongue.’”

"Their chef's definition of
mild is my definition of
unbearably hot."

"PG&E provided the light
that enabled me to read so
that | could escape thinking
about being abused."

"My kids are always singing
their jingles."

apple pie—not just an apple pie sitting all by itself), the more likely
you'll be to retrieve additional details from the original memory. For
instance, you might remember not just your aunt and her pies, but the
fact that she made them for you every Sunday.

Sensory cues can play a particularly powerful role in reinstating the
context of an earlier experience—thereby facilitating retrieval of memo-

Memory's Fragile Power | 177

ries. For instance, the smell of a pie baking in the oven may cause you to
remember additional details about your Sunday gatherings. The more
sensory cues you notice, the more the original context of a particular
experience becomes reinstated in your mind. Olfactory and other sen-
sory cues are hardwired into the brains limbic system, the seat of emo-
tion, and stimulate vivid recollections.”

In fact, sensory images involving sight, sound, smell, and bodily
sensations add so much realism to a recollection that the memory-
retrieval experience can be surprisingly intense. A TV commercial
showing a person savoring the aroma of freshly brewed coffee can trig-
ger these same olfactory sensations in viewers. The colors burgundy and
hunter green, which evoke memories of tradition and belonging in
many consumers, have helped one clothing manufacturer sell business
suits made of fabrics in these colors.

What happens between encoding and retrieval? During encoding,
the brain's hippocampal region becomes active and helps integrate new
information with our existing knowledge. Research in neurobiology
indicates that a consolidation period occurs after encoding. During this
consolidation process, newly learned information transforms from its
vulnerable form in short-term memory to a more enduring form in
long-term memory. During this transition, memories become particu-
larly susceptible to distortion. The length of this interval depends on the
nature of the learned material; that is, more complex information takes
longer to process. This time period may consist of seconds, minutes,
hours, or even days. The information is then stored in the neocortex and
distributed throughout the brain.

Managers can increase the likelihood of creating enduring memo-
ries by emphasizing unique product qualities that have personal signifi-
cance for consumers. However, managers must also consider the mood
of consumers at the time of encoding and retrieval. Television program-
ming or magazine content that surrounds an advertisement can prime a
viewer to respond to the ad in a particular way through the mood
induced by the programming or content.

If an advertisement sets a mood for the consumer, then a company
can reinstate that same frame of mind by creating store environments
consistent with that mood, designing corresponding future ads, and
ensuring that product packaging or point-of-purchase displays reinforce

178 | Understanding the Mind of the Market

the mood. Additionally, managers can set up the context for consumers'
later retrieval of the original ad. For example, they can:
"t | |

* Focus consumers' attention on contextual cues such as the fresh
smell of clothes as they come out of the dryer.

* Link the drinking of champagne to landmark events, sucha asa
graduation, and to recurring occasions like wedding anniver-
saries or birthdays.

* "Remind" consumers of past experiences through autobiographi-
cal referencing, such as “Remember your first Buick. . . ."

* Implement general cues versus specific ones. *Remember family
picnics" is more inclusive—and therefore more effective—than
"Remember the family picnics you went on when you were
eleven years old."

Anne Thistleton, a marketing consultant, envisions the encoding
and retrieval of memory as a journey punctuated by special moments.
She has used figures 8-1 and 8-2 to help management at the Coca-Cola
Company better understand how to make use of memory and create
enduring, memorable experiences with the brand. As figure 8-1 sug-
gests, remembering an earlier experience does more than retrieve the

FIGURE 8- 1

The Journey of Memory

Experience -
with Brand/
Company ^

Encoding Retrieval. Conscious
Process Process Memory

The. ‘Enéoding Process Memory Trace The Retrieval Process
is the recording of new is neurological repre- is the interaction of a
information i in our sentation in the brain cue, the situation, and
memory, most often at (a cluster of brain cells), an engram.

an unconscious level. often referred to as

an engram.

Source: Anne Thistleton.

Memory's Fragile Power | 178

FIGURE 8-2

Influences on the Encoding of a Memory

Source: Anne Thistleton.

past; it also influences our current experience—which in turn becomes
the starting point for the next memory “journey.” When all the points
along this journey occur smoothly, consumers are more likely to buy a
product or service. In effect, figure 8-1 describes the manufacture of
desire. Positive recall of a positive past experience can enhance a per-
sons current experience of consumption, which in turn becomes a
“future” memory. This process increases the likelihood that the person
will want to buy and use the same product in the future. However, this
likelihood is influenced by several factors that determine how well par-
ticular experiences are encoded. This is shown in figure 8-2.

Memory Reconstruction

Research in the last decade has changed how we think about memory.
We often think of memory as a photo stored in a photo album, like a lol-
lipop in a bowl of individually wrapped treats—something that we can
just reach for and retrieve whenever we want. Based on such traditional
metaphors for memory, many companies have designed their marketing
communications and other touch points with consumers as if they can
recall these messages as originally received. However, memory experts

180 | Understanding the Mind of the Market

now view memory as a malleable process, not as a single, unchanging
structure within the brain.

We store many different pieces, or chunks, of a memory throughout
the brain and reassemble them later during the retrieval process. During
retrieval and reassembly, a memory changes. Thus memories are not per-
fect replicas of an earlier event, but are impressions that shift in response
to cues and to our reasons for noticing those cues. Memory, then, is a cur-
rent perception shaped by specific contexts, including the consumer’ past and
current moods and sense of identity. '* Daniel Schacter clarifies:

It was once believed that remembering a past experience is merely a
matter of bringing to mind a stored record of the event, but recent

- research has overturned this persisting myth. We will see how even
the simple act of calling to mind a memory of a particular past experi-
ence—what you did last Saturday night or where you went on your
first date—is constructed from influences operating in the present as
well as from information you have stored-about the past.”

Likewise, how we remember an experience with a customer-service
representative hinges on whether the triggering cue for that memory is
positive or negative. If a friend describes a positive customer-service
experience at the same store, then we may recall our own experience as
less offensive than it might actually have been. If our friend describes a
negative experience, then we may recall worse treatment than we actu-
ally received. If we have an uneventful dinner at a restaurant, then hear
that a friend had an awful experience at the same place, then we may
recall our dining experience as “below average.” If, instead, our friend
told us that she had the best meal of her life there, then we might recall
our experience as “above average.”

Not only do we recall an experience differently depending on the
triggering cue; we are unaware of the change. What we recall about a par-
ticular experience now seems to be exactly what we recalled about that
same experience last week or last year. A report by Linda Levine and her
colleagues on a longitudinal study of memory changes during the O. J.
Simpson murder trial aptly illustrates this phenomenon. When the jury
announced its verdict in 1995, various participants in this study had

Memory's Fragile Power | 181.

reported feeling happiness, anger, or surprise. Five years later, when the
researchers asked these same individuals to describe their feelings after
the verdict, the participants reported very different ones. The changes
were in line with their current feelings of happiness, anger, or surprise.
The participants were unaware that their initial feelings reported at the
time of the verdict had been different.'®

So every time we remember a particular experience, we're respond-
ing to different cues and goals. Thus a different bundle of neurons
is activated with every recall of a single experience. The difference be-
tween neurons activated the first time and those activated the twentieth
time can be trivial. In such cases, for all practical purposes, the memory
remains “true” and unchanged. This relative stability occurs mostly with
matters that have high personal relevance and that we frequently re-
hearse, such as remembering our own name.

In addition to cues and goals, imagination plays a big part in
the reconstruction of our memories. Indeed, memory and imagination
together create what we know and think." Marketers actively partici-
pate in this partnering of consumers’ memory and imagination—some-
times with powerful consequences. For example, what consumers recall
about prior product or shopping experiences will differ from their actual
experiences if marketers refer to those past experiences in positive ways.
This phenomenon is known as backward framing. By using forward fram-
ing, marketers can influence consumers’ expectations about a future
experience. These expectations, in turn, alter their actual future experi-
ences—and their memories of those experiences.

Most marketing communications focus on forward framing, for
example, in the form of magazine advertisements, advice from knowl-
edgeable salespeople, or word-of-mouth recommendations. Such fram-
ing conditions consumers to look for and even expect specific qualities
in a product or shopping experience. For instance, if you've seen an ad
for a new cellular phone and several of your friends are raving about the
phones superior technical features, you may be more likely to notice
those features when you encounter that same phone in a store.

Forward framing thus makes presumably positive qualities more
salient, or noticeable, for consumers. (Marketers can also use forward
framing in comparative ads to highlight the negative qualities of a

182 | Understanding the Mind of the Market

competitors product.) When a quality is salient, it is at the forefront of a |
consumers mind. Hence, the person better appreciates that quality
when he or she encounters it. As a result of this greater appreciation, the
consumer has a better experience with the product than he or she
would have otherwise (unless, of course, the product blatantly fails to
deliver). With better product experiences, consumers are more likely to
buy that same product again.

Backward framing is distinct from information that causes con-
sumers to consciously reassess a prior experience based on new informa-
tion. For instance, if you purchased a lawnmower and couldnt get it to
work properly, you might initially be unhappy with the manufacturer.
However, you might rethink your evaluation of the product if you
learned that you hadn't read the instructions carefully or that the mower
wasn't intended to mulch all the dead leaves that fell on your lawn in
October. Additional information about the mower: (for example, that
you can buy attachments to improve its mulching effectiveness) or
unexpected benefits of using it might cause you to reappraise your
experience with the product. |

Sometimes the malleable nature of the memory process can prompt
us to remember events that could not have occurred. The impact of sug-
gestion and biased beliefs in the creation of false memories has been well
documented.'® However, until recently, false memorys impact on con-
sumer decision making remained unclear. For example, could marketers
influence the memory reconstruction process in such a way as to create
false memories in consumers' minds?

Kathryn Braun-LaTour suggests that, yes, marketers can exert such
influence. In a series of careful studies, Braun-LaTour explored whether
exposure to advertising after a product experience could alter con-
sumers' memories of that experience.!? Participants in this study were
given candy in a green wrapper. After they ate the candy, they were
shown an advertisement of a candy wrapped in blue. When asked what
color the wrapper on the real candy was, about half of the participants
answered "blue." This memory distortion occurred even when the par-
ticipants had been warned that the advertisement was printed with bad
ink and that the colors in the ad were not reliable. In another study, par-
ticipants were served a vinegar-tinged, salty orange drink (not the tasti-
est beverage!). However, after seeing an ad suggesting that the drink

Memory's Fragile Power | 183

was "refreshing," the participants remembered their tasting experience
as “refreshing.””°

Though these findings powerfully demonstrate that advertising can
infiltrate memory, they do not address whether an ad can create a mem-
ory of something that never happened. To explore that question, Braun-
LaTour showed people an advertisement for Disney suggesting that all
kids who visit Disneyland have the opportunity to shake hands with
Bugs Bunny during their visit. Bugs Bunny is actually a Warner Bros.
character and thus would never be seen in a Disney resort. However,
about 16 percent of those who saw the ad later reported that they
remembered meeting Bugs during a childhood visit to Disneyland. A
control group had no such recollections. Apparently, advertising—if
constructed properly—can lead to the creation of false memories.”
When asked, many consumers insist that they rely primarily on their
own first-hand experiences with products—not advertising—in mak-
ing purchasing decisions. Yet, clearly, advertising can strongly alter
what consumers remember about their past, and thus influence their
behaviors.

Recently, neuropsychologists and neurobiologists have provided
exciting new evidence supporting memory-reconstruction theory. Tech-
nologies such as PET scanning and functional magnetic resonance
imaging (fMRI) provide visual evidence of this reconstruction process.
Strikingly similar areas of the brain often become activated during
both “false” and “true” memories, although some differences may occur
as well.”

The Role of Mood in. Memory

Fundamental biological processes involved in emotions and mood states
also affect the encoding and retrieval of memories, as described in box
8-2. The impact of these processes has important implications for the
context in which a product or ad is placed (for example, what appears in
the pages before and after a magazine ad, or whats on TV before and
after a commercial). The context of a marketing communication can
establish emotions and moods that in turn affect how consumers

process and recall the communication.

184 | Understanding the Mind of the Market /

Box 8-2

Mood and Memory

Moods are subtle and general feelings.?? Though people are often
unaware of their mood, it can profoundly affect their explicit thinking.
Mood often stems from the interaction of external events with the
body's electrochemical systems and contributes to the malleable
nature of memory.

Considerable research has examined the impact of mood on mem-
ory. One dominant theory suggests that a mood activates a network of
associations in our memory that surrounds that mood or emotion.”4 If
we are in a "happy" mood, then a network of associations with feeling

. happy will be activated. Our good mood primes our thoughts about
feeling well. A recent theory proposing a neuropsychological mecha-
nism underlying the effect of positive mood on cognition has interest-
ing implications for memory.” This theory suggests that the effect of
positive mood on problem solving and memory is associated with the
release of the neurotransmitter dopamine in the brain. When a reward
induces a positive mood, the amount of dopamine in the brain
increases. That increase in turn leads to more flexible and creative
thinking and enhances the recall of certain memories.

Most research on mood and memory has focused on two phenom-
ena: mood-dependent memory and mood-congruent memory. Both
processes speak to mood's impact on memory reconstruction.

Mood-Dependent Memory

When consumers are in the same mood at the time of both encoding
and recall, they retrieve memories more easily. For example, if con-
sumers are in a good mood when they first hear about a product's
attributes, they will more accurately recall those attributes later if they
are again in a good mood. However, recall improves only if consumers
consciously attribute the cause of their good mood to the event that
they associate with the mood. The simultaneous emergence of the
mood and presentation of the associated cue is not sufficient on its
own to improve recall.

Memory's Fragile Power |. 185

Showing happy people staying at a particular motel chain won't
establish the connection unless viewers of the image see the motel
chain as contributing to that happy mood.

Mood-Congruent Memory

Consumers' mood also sensitizes them to information congruent with
that mood. For instance, consumers in a good mood will be more

aware of positive qualities in products or experiences that they
encounter. People who feel happy will notice and remember happy
events more than events that provoke sadness or anger.

What accounts for this association? The answer is surprisingly
simple: It requires too much mental effort to shift from a negative
mood to appreciate something positive. This exertion explains why
we can't cheer up an unhappy customer simply by addressing her
complaint.

Mood congruence also affects retrieval. Regardless of a con-
sumer's mood at the time a memory is encoded, congruence between
her current mood and the things she needs to remember enhances
recall. For example, you can probably remember the name of a comedy
when you're in a good mood—even if you weren't in a good mood when
you first heard about the comedy. The mood-congruence effect seems
stronger for implicit memory.

The impact.of mood dependence and mood congruence is espe-
cially noticeable in retail contexts. In one study, consumers viewed a
restaurant review that contained an equal number of positive and neg-
ative statements. Those who read the review while in a happy state of
mind evaluated the restaurant more positively than those who read it
while in a sour mood. This outcome suggests that the TV programming
flanking a TV ad influences brand recall significantly. Positive program-
ming will support memory encoding and retrieval more than negative
programming. Thus marketers should think carefully about the sur-
rounding context of the time slots that they buy.

In another study, researchers tried to induce a happy mood in
mall shoppers by giving each a small gift. Later, in what they thought
was an unrelated survey, consumers who had received the gift (that

. is, supposedly happy people) more likely reported satisfaction with

LEITUMDOTICXUDLISUUEIImGSTTOO DETULIT" IM FU "S XIGSGENU IM UNICORU RU MEUEO CONG URUR Ma ImsEMSSEI

(continued)

186 | Understanding the Mind of the Market

their cars or televisions-than did people who had not received a gift
(that is, supposedly unhappy people). -

Consistent with neuropsychological theory, recent empirical. evi-
dence suggests that positive mood does in fact enhance recall of
brand names.?6 Thus, a positive mood may also lead consumers to
engage in more "relational elaboration"; that is, thinking more about
the ways a given brand may relate to other brands. This relational elab-
oration leads consumers to cluster or categorize brands, and the
resulting multiple associations facilitate future recollection of the
brands. The more consumers remember brands, the more likely they
are to buy them. i

Source: Professor Nancy Puccinelli of Emerson College contributed to this box.

Before continuing, one word of caution: Not all memories get
reconstructed during the retrieval process. Consumers need some sta-
bility in their memory. After all, this stability saves consumers the trou-
ble of having to consciously retrieve and evaluate memories of products
and then make new decisions with every purchase. Yet some memory
changes can be significant. Marketers can unknowingly—or know-
ingly—enhance the brains proclivity for reconstituting memory.

Memory research over the last decade has yielded important develop-
ments. The metaphor of the unchanging photograph no longer fits what
we know of consumer memory. Past and current circumstances, envi-
ronment, and mood all shape what consumers recall about their experi-
ences with a product, service, or company. As consumers create memo-
ries through their interactions with marketers, those memories in turn
influence what new memories they will create. Market researchers and

the professionals who design marketing communications should keep
these findings in mind:

* Memories don't simply record consumers' pasts; they link their
. pasts, presents, and futures.

Memory's Fragile Power | 187

e Memories are A ET

e Memory is selective; what consumers "pem know shapes what
they encode and retrieve.

* Memory systems can contain only so much information; con-
sumers recall only what suits the moment.

* Memory stores both generic and specific information.

Managers can design memory-shaping environments that will ulti-
mately alter what consumers recall about a company’s brand or product.
Memory research has now provided managers with a new lens through
which to interpret and analyze the memories that consumers describe in
market research studies.

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Chapter Nine

Memory, Metaphor, and Stories

Memory is another source of fiction.

— Paul John Eakin, in Memory, Brain and Belief

A S WE'VE SEEN in the preceding chapters, consumers' meta-

P phors and memories involve re-presentation, as do stories.
A metaphor re-presents one thing in terms of another and influences
thought. A memory re-presents an experience encountered in the past.
A story narrates a past, present, Or future event. All three contain truths
and fictions, thoughts and emotions, and all three overlap. Memories
are stories, stories consist of memories, and both are often expressed
through metaphors. Most important, the fusion of memory, metaphor,
and story enables consumers to create meaning around, or to see per-
sonal relevance in, a company or a specific brand.

In this chapter, we explore the social contexts for memory and the
nature of the fusion of memory, metaphor, and story. Through the
metaphors marketers use, they are able to alter prior memories and cre-
ate new meanings or stories about their brands. Metaphors, as we saw in
the last chapter, bridge two different sets of memories.! That bridge has
two-way traffic, and both sets of memories are changed as a result of the
interaction between them. Shared social contexts facilitate the use of
metaphors that have common meaning for consumers.

Memories have a deep association with storytelling, according to
Roger C. Schank and R. P. Abelson, authors of the article, "Knowledge
and Memory: The Real Story." To tell a story, they. maintain, is to remem-
ber, an important idea explored in chapter 7: “We remember by telling

189

180 | Understanding the Mind of the Market

stories. Storytelling is not something we just happen to do. It is some-
thing we virtually have to do if we want to remember anything. ...
[T]he stories we create are the memories we have.”

Through these narratives, consumers tell stories about themselves.
Like a partially improvised stage play, a particular story changes de- -
pending on the stimuli of the moment and the goals of the actors. The
props and costumes for such a play are the goods and services con-
sumers desire, purchase, and use. The stage consists of the boundaries
of what society values.? Marketing managers provide the props and cos-
tumes and, as agents of the larger society, help consumers create memo-
ries and hence define their self-identities. Indeed, marketings intimate
role in the creation of self-identity is possibly one reason behind con-
sumers' ambivalence toward the marketing profession.

Through marketing, companies re-present events to consumers and
tell a new story about those events. In this way, marketers partner with
consumers in creating consumers' memories. This partnership shapes
memories as consumers record and recall them—another example of
how the conscious and unconscious minds of managers and consumers
interact. Marketing efforts alter not only how easily consumers recollect
a product experience but also whether they remember the experience as
satisfying or dissatisfying.

For example, in a study conducted by Dr. Kathryn Braun-LaTour of
Marketing Memories, moviegoers who initially expressed negative opin-
ions about a film were later shown a favorable review and asked to
describe their initial evaluation of the film, the one to which they had
testified earlier. The researchers asked the study participants only to
indicate what their initial opinion was—not what they thought of the
film after reading the review. They even told the participants that they
were taking part in a memory test!

` The moviegoers remembered initially judging the film in much
more positive terms after they read the favorable review. Yet they
remained completely unaware that they had distorted their memory of
their original opinion. These consumers believed that they were repeat-
ing the exact same sentiments they had expressed the first time around.
The reverse also occurred when consumers who initially expressed a
positive opinion subsequently read a negative review of the film.

Memory, Metaphor, and Stories | 191

Memory and the Mind-Body-Brain-Society Paradigm

In many ways, memory is a private matter. Memory emerges from our
imagination through the synergistic interactions of the engrams, cues,
and goals operating at the moment. However, memory is highly social as
well.* The childhood treats we recall so fondly were made possible bya
long chain of other people, starting with growers or bakers and con-
cluding with the people handing them to us. We are reminded of them
now by advertising, which is the product of yet another string of people.
Shaking hands with Mickey Mouse is made possible through social con-
ventions such as the notion of a family vacation and a parent who wants
his child to have this memory. Thus, memory is ultimately a social event.
Susan Engel, author of Context Is Everything: The Nature of Memory,
explains this social aspect of memory in these words:

[T]he process of remembering can only be understood in an appropri-
ately rich and dynamic way if it is understood as a kind of chemistry
between inner processes and outer settings. It is the dynamic interplay
between inner and outer that gives rise to the thing we know as
memory.’

The Co-evolution of Biology and Culture

As we saw in chapter 2, the mind, brain, body, and society have a sym-
biotic relationship with one another. E. O. Wilson used the phrase
"gene-culture-co-evolution" to express this notion.? How we remember
and what we deem important to remember are functions of both our biology
and our culture. Our biological makeup and cultural ways both evolve
through natural selection, and each influences the other. Sometimes
one leads and one lags, but they always remain close and coordinated.
Though genetic changes unfold slowly, they have evolved in a way that
permits considerable flexibility in how our learning and memory
respond to cultural or social forces. As we've seen, the culture a person
grows up in strongly influences his or her brains “wiring,” or neural

192 | Understanding the Mind of the Market —

pathways, in the early years of life. The stories we hear starting in early.
childhood become important frames of reference or mental models that
later influence the products and brands we buy, especially if stories
about those brands resonate with deep cultural meanings embedded in
our memories.

Social Memory

As you may have concluded, cultural artifacts, events, and rituals facili-
tate our encoding, retrieval, and reconstruction of memory. We'll use the
term "social memory" to refer to these factors. Put differently, we can
think about certain important memories as being stored externally as
well as internally. These externally stored memories reside in:

* social norms

* rituals and rites

* vocal and instrumental music .
* icons.

* language

* bodily movements, posture, and gestures
* architecture

* Social structures

* objects

* sensory stimuli

* formal archival records

Yes, social memories are everywhere.® But these repositories do
more than just *contain" our shared understandings. They also shape
those understandings. The information stored in them also may be
misplaced or lost, or may undergo change owing to extensive use or
neglect.

For example, consider Coke advertisements as social containers. A
Coke ad depicting teens dancing at a party to a particular style of music
activates one neuron cluster, thus producing a particular experience of
Coca-Cola. Another ad showing a baby polar bear and baby seal sharing

Memory, Metaphor, and Stories | 193

a Coke activates a different neuron cluster, thus producing yet another
experience. The two social settings depicted in the ads have different
meanings for an individual viewer and thus are likely to activate differ-
ent internally stored Coke associations.

The Unity of Internal and External Memory

Social-memory containers are not only repositories for shared under-
standings within a culture; they also can serve as engrams, retrieval
cues, and purposes or goals themselves. Thus they can produce the expe-
rience of memory. Indeed, our internal memory would be impoverished
without these external phenomena—and visa versa. For instance, chil-
dren who have no social contact suffer serious and irreversible deficien-
cies in their brain development and functioning. Likewise, individuals
who suffer damage to brain areas essential to memory lose the ability
to maintain meaningful social relationships. So as with other artificial
distinctions that we human beings have made, our convenient separa-
tion of internal and social memory simply does not reflect reality. Each
kind of memory shapes and is shaped by the other; neither means much
by itself.

Lets take a closer look at some of the social-memory containers we
listed earlier.

Social Norms

Norms serve as guidelines governing our aspirations, such as our
desire for world harmony, and our behaviors, such as how we relate to
our children.

Norms on nutritional practices influence how mothers temper
their children’s consumption of cola drinks. These norms are transmit-
ted and reinforced among mothers and across generations from mother
to child. Similarly, children have their own norms governing their
requests for colas. Families have norms for resolving clashes of norms
between mothers and children. Nutritional norms exert a major influ-
ence on consumers’ shopping behavior. They affect whether shoppers

194 | Understanding the Mind of the Market

will notice particular food products; how much time, if any, they
devote to the consideration of a purchase; how much they purchase;
and which brands they buy. These norms, which include when and
what to provide as a treat and what constitutes moderation, also deter-
mine whether a consumer will buy the product in the first place. For
example, if a nutritional norm triggers prior memories of Coca-Cola,
including semantic recollections of its contents and episodic memories
of sharing a Coke with friends, a mom may more likely buy Coke for
her household.

Sensory Systems

Our various senses help us understand our external world and re-
present it internally in the form of memories. Thus our sensory systems
play a critical role.in our encoding, retrieval, and reconstruction of those
memories. The way in which the senses interact with memory varies
from one social setting to another? For example, what a people knows
of the world through the sense of touch or smell changes from one cul-
ture to another. ——

Odor, as an external cue, has inspired extensive research on mem-
ory.? For instance, scientists have discovered that a pleasant scent stim-
ulates consumers to encode and later recall unfamiliar brands more
than familiar brands." The pleasant scent serves as a special “memory
marker” that gives that memory distinctiveness. Moreover, certain
odors, such as the scent of lemon, make us more alert and enhance our
ability to process information. Such odors might therefore be especially
important when marketers are introducing a brand that is new to a par-
ticular market segment. Finally, men and women differ in their behav-
ioral responses to odors and in the way they encode and retrieve memo-
ries involving odor.? Odor can also operate outside of our awareness, a
situation called “blind smell."

Sound, and more specifically music, can also serve as a powerful
social-memory container.? Certain music can activate communal mem-
ories of family, places, and things.!^ Kay Shelemay, an ethnomusicologist
at Harvard University, argues that sound creates a sense of community
and of belonging to past or future generations:

Memory, Metaphor, and Stories | 195

[Music] brings the past into the present through both its content and the
act of performance, while also serving as a device through which long-
forgotten aspects of the past and information unconsciously carried can
be evoked, accessed, and remembered, '°

Like other forms of art, music is biologically adaptive. That is, it
enables people of similar minds to transmit information to one another,
to find shared meaning, and to respond to specific events in common
ways. Music can activate memories of specific concepts as well as recol-
lections of fundamental emotions. Though music has been widely
employed in advertising, marketers have not yet systematically studied
the use of music as a way of helping consumers encode and retrieve
concepts and emotions.

Rituals and Rites

Through rituals and rites, we honor national and religious holidays,
celebrate birthdays and wedding anniversaries, and participate in cere-
monies.'^ Advertising for diamonds, jewelry, and graduation gifts is de-
signed to evoke these social memories. A shoppers experience in a
supermarket aisle is her expression of the values embodied in her norms
about raising children. Point-of-purchase cues can activate memories of
social norms and influence how shoppers interpret those cues. For
example, the shoppers anticipation of how her children will respond if
she does or doesn't bring home a box of Cocoa Puffs will activate norms
governing how much sugar intake she allows her children, as well as
when she allows them a special treat. Though marketers focus their
attention on the individual shoppers “performance” in the cereal aisle,
the script for that performance, as well as the degree and type of
improvisation the shopper demonstrates, are lodged in social relation-
Ships that reach far beyond the store.

Icons

Brand names, packages, logos, and other symbols can become
icons. An icon is a symbolic image. Rooted in the consumers' external

- 186 | Understanding the Mind of the Market |

world, icons not only take on meaning based on people's experiences .
in that external world, but also can convey private meanings." For
example, a young woman in Belgium shared a personal story about |
Coca-Cola with others at her grandfathers funeral. The grandfather, a
diabetic who had always been under the watchful eye of his spouse,
would enter into a secret conspiracy with his granddaughter when she
visited him as a young girl. When the grandmother was busy, grandfa-
ther and granddaughter would go off to a café and share a forbidden
Coca-Cola. As this young girl grew into a woman, Coca-Cola became an
icon, a symbolic image of her relationship with her grandfather—a rela-
tionship that was made special through the surreptitious quality of shar-
ing the Coke. For her, the Coke brand became an icon that “contained”
a unique memory of togetherness and conspiracy.

The Power of Social Memory

We acquire much semantic knowledge (the “what” and “how” of our
experiences) through unconscious observation and imitation of other
people (which is one reason celebrity advertising works so well). We
also build our semantic knowledge through formal instruction and
work experience. Thus other people and institutions are the gatekeepers
influencing the kinds of semantic and episodic memories we create.
Learning how to ride a bike, blow bubbles with gum, sing, split an
atom, launch a rocket, and sail a ship all require a social order that
makes such things possible and worth remembering. Similarly, attach-
ing memorable significance to a surprise birthday party, religious cere-
mony, first rock concert, or that time when your child used a toilet in
the display section of Home Depot calls for a social world that makes
the event salient and relevant to you. Souvenirs ranging from T-shirts to
photographs become obvious social markers of memory.

Once we establish memories, other people, institutions, and our
culture reshape them and store them in external repositories, including
language, dance, music, myths, stories, rituals, holidays, art, commemo-
rative stamps, films, and educational institutions. These repositories are
dedicated to the creation and maintenance of shared semantic and

Memory, Metaphor, and Stories | 197

episodic memories. Through shared values and beliefs, societies define ©
what is: proper and what we must remember. Therefore, as societies
change, so do the memories they impart. _

One major implication of the social origin of memory relates to cus-
tomer relationship management (CRM). The literature on CRM often
ignores the centrality of memory and the ways in which relationships
between marketers and consumers constantly cocreate consumers’
memories. Without an understanding of what memory really is and how
to manage it, CRM can't fulfill its promise of enduring customer loyalty
and soaring profits. People who manage customer relationships must
grasp how consumers store, retrieve, and reconstruct memories of every
interaction with a firm. These interactions may be direct, as when cus-
tomers deal with a global account manager. They may also be indirect,
as through word-of-mouth. And every new encounter alters a cus-
tomers recall of a prior encounter—often in trivial ways, but sometimes
in significant ways. Thus every consumer interaction can make—or
break—a brand.

Memory as Metaphor

Often, we come to understand something new by relating it to past
experience. When we venture forth, we use what we already know to
grasp the unfamiliar. In fact, our brains automatically retrieve existing
information and weave it into the emerging thoughts about our new
experience. For instance, after tasting a new food, you might say, "It
tastes like chicken!" This remark crops up so often it has become a joke.
Even if the new food is entirely unrelated to chicken (rattlesnake, frogs
legs, certain insects), you use the relevant information most readily
available in your memory—the familiar taste of chicken—to capture
and describe the novel experience.

In this sense, memory and metaphor have a lot in common: They
both represent one thing in terms of another. As we saw in chapter 8,
the memory process emerges from the interaction of an engram and a
cue under the influence of the remembering person’s goal or purpose.
Memory can also be creative, as when we unconsciously represent a

198 | Understanding the Mind of the Market:

prior experience differently with each recall. We can think of these
changes as unconscious metaphors; that is, re-creations of the past. We
mistake these as accurate reflections of past realities, because we usually
remain unaware that our memories have changed.

Some peoples memories represent kinds of things that occurred
in the past, even though the specific episodes never happened. Such
memories are literally false but figuratively accurate; they are metaphors
representing the shared essence that may characterize a number of indi-
vidual, seemingly unrelated events.!

A study of consumer deception exemplifies this kind of memory in
the realm of marketing. The researchers asked consumers to describe
the most upsetting experience they had ever had with a store or prod-
uct. The study participants had all filed formal complaints with local or
state consumer protection agencies in the past. However, in recalling the
most upsetting experience, they often named stores or brands that did
. not exist at the time of the supposed episode. Through telling their sto-
ries, the participants translated several different experiences that had
happened to them into a specific event that had not happened. The
researchers concluded that the consumers UR these stories fully
believed them in all their details.!? |

Marketers’ actions, intentional or not, help consumers re-present a par-
ticular past experience in new and different terms. Thus, marketers and
consumers cocreate metaphors of experience. Marketers influence how
consumers recreate their experience—their memory—of various touch-
points along their shopping journey.

Now the plot thickens even more.

Memory as Story

As we've seen, memory is story based; that is, it involves the use of prior
events stored as engrams to help explain or interpret new events involv-
ing cues and goals.?? A story is an accounting of one or more experi-
ences involving both episodic and semantic memory. Marketers help
consumers create stories about brands through the kinds of information
and the types of experience they provide prior to, during, and after the
shopping experience. Recent studies on the brain, memory, and belief

Memory, Metaphor, and Stories | . 199

make this idea more compelling than ever.?! As Indiana University pro-
fessor of English Paul John Eakin wrote in his article "Autobiography,
Identity, and the Fictions of Memory":

Looking bach, I suspect that I have always regarded memory as autobi-
ography’s anchor, the source of that core factual truth that enables us to
distinguish autobiographys fiction from the kind we more commonly call
fiction. Recent research on memory, however, has radically destabilized
such a notion; memory, whether we like it or not, is one more source
of fiction: eed

Part of the power of stories is that we are seldom aware that we are
engaged in storytelling? As psychoanalyst and New York University
faculty member Donnel B. Stern notes, “The process of telling ones own
life story . . . is not volutional in any simple way, any more than is our
construction of dreams, or, for that matter, our construction of the next
moment’ experience . . . our life stories are simply there."?*

Stories contain both our beliefs and our knowledge about the
world.” The similarity of the words store and story is not a coincidence,
after all. Most research on memory draws a clear distinction between
belief and knowledge, although both constitute parts of memory and
therefore story? A belief is something we recall and consider true; for
example, that we got a good deal on the vehicle we purchased. Remem-
ber, most market research, perhaps 80 percent or more, is confirmatory,
designed to reinforce an existing belief or what we already consider true
rather than to uncover new insights.2” Not surprisingly, when the results
of a study contradict a key assumption, managers blame the methodol-
ogy. Instead of considering whether something is wrong, managers look
for what is wrong; that is, they allow, at least initially, for the possibility
that their belief could be wrong. Unlike beliefs, knowledge is the informa-
tion—such as the price offered by a competing auto dealer—on which
truth is based. Captured in story form, knowledge enables us to recog-
nize and respond appropriately to new, unfamiliar events and situations.

Screenwriter Robert McKee notes, "What happens is fact, not truth.
Truth is what we think about what happens.” According to the facts, the
generic brand of a product or the less well known service provider is
every bit as good as the national brand or more prominent service

"M. EMINESCU" IASI

B.C.U.

200 | Understanding the Mind of the Market

provider. But for many consumers who have these facts, the "truth"—
that is, what they actually believe as revealed by how they respond to
the facts—differs dramatically: The national brand is better and they
will buy it instead. i
Successful brands help consumers create stories full of promise.
For example, Coca-Cola inspires consumers to create stories about re-
freshment. Malibu rum stimulates the idea of escape from the small
annoyances of life. Fidelity Investments promises quality financial ad-
vice. Other brands, such as Tanqueray gin or BMW, are badge brands;
that is, they inspire consumers to create aspirational stories about who
-they are and who they believe they can become. Whether brand stories
are about who one is or what one can experience, the actual product usu-
ally factors less in the story than do the imaginative processes of the con-
sumer. In other words, the story exceeds the brand's physical features.
Greg Clarke, president of Traditional Yachts, captures this idea nicely:
"People prefer the American Tug over other alternatives because it offers
the best way for them to fulfill a dream. The boat is great, of course, but
their dream makes it better. It is like the two things together make the
American Tug something no boat builder could ever design or make."
Similarly, a Corvette owner does not just own a car or a brand. His
legal ownership of the vehicle may matter under some circumstances,
like when the police stop him. However, legal possession of the car is
not essential to the experience of driving it. People buy Corvettes
. because, in one owners words, "driving around in a shiny red sports car
makes me feel cool and sexy. I enjoy being the focus of attention and
having strangers ask about the car." The real or anticipated experience of
driving the car forms a Corvette owners beliefs about the value of own-
ing the car and shapes the stories he creates about it. His beliefs provide
emotional color to the otherwise bland state of simply owning a vehicle.
The Buick Retail Experience offers an excellent example of how
Buick is considering creating a new story about a brand (see box 9-1).
Through this project, General Motors set out to explore how customers
feel about automobile dealerships, why they feel the way they do, and
what they want to feel. The company then used the insights gained from
the research to improve consumers' experience of shopping for a car at a
Buick dealership.

Memory, Metaphor, and Stories | 201.

ERS a ee

Box 9-1

Customer-Experience
Management at Buick

Business Issue

In 1995 General Motors (GM) embarked on a corporate-wide brand-
management review. For several years, the Buick retail brand had strug-
gled to expand its customer base and sustain margin contribution to the
GM organization. Both Buick corporate and GM recognized the need
to evolve the brand image in order to appeal to a new, broader market.

The Buick Division applied experience-management techniques
with the goal of experientially defining brand attributes and embedding
them into a prototype Buick customer experience. Senior manage-
ment, wholesale managers, and top-producing retail dealers comprised
the task force that led the two-year initiative focused on retail innova-
tion and the Buick Retail Experience.

Implementation

Dubbed the Buick Flagship Experience, the program had a clearly
defined goal: to create a highly distinctive "single-point" retail customer-
experience strategy where only Buick cars were sold—not Oldsmobile
or Chevy or any other GM brand. That is, the goal was to create a place
where consumers would want to buy Buicks and bring them in for ser-
vice—a place that was exclusively and experientially Buick. In order to
do this, the task force needed a clearer understanding of the emo-
tional underpinnings that went along with buying and owning a Buick.
Working with Experience Engineering, Inc., the task force mem-
bers conducted an exhaustive and comprehensive review of multiple
dealer environments and processes. They accomplished this through
numerous field trips to various dealerships, videotaped observation of
customers using stationary cameras and pinhole cameras embedded in

a task force member's necktie and wristwatch, and in-depth customer

Mac eR cma er eT en Em EEA
(continued)

202 | Understanding the Mind of the Market

interviews that helped the team members see and feel the car-buying
experience from the customer's perspective. The task force then com-
pared its findings to Buick brand-recognition criteria and numerous
research studies. The objective of this phase was to define what
the most influential and differentiating emotional outcome of the
Buick experience should be, given the brand's attributes and in-depth
customer-experience observation and input. Research revealed that the
Buick Flagship brand experience should focus on making customers
feel a sense of belonging, recognition as valued individuals, and comfort.
According to Larry Hice, general sales and service manager of the
Buick Motor Division of GM, “Managing experiences is brand position-
ing at its absolute pinnacle, because brand is so much more than just
the metal that sits on the showroom floor. It’s about how you display
that piece of metal, how you treat that person when they walk in the
front door. When those things are aligned with the brand, it is powerful.”

The Flagship Experience Design

In order to make their findings actionable, the task force members
designed a holistic customer experience that aimed to reinforce
consumers' sense of belonging, recognition, and comfort. Specifically,
they implemented several hundred cues, ranging from complex build-
ing and facade changes to tweaking of small process details, at top-
producing, independent Buick gasieiships that elected to participate
in the program.
Cues in the experience design included the following:

" A carillon bell tower (the universal symbol for community and wel-
come) was installed at every Flagship location to convey a sense
of belonging. A twenty-four-hour computer was housed on the
ground floor of the tower to help consumers access community
information as well as Buick product information.

* Parklike settings on dealership grounds, complete with the smell
of freshly cut grass and the sound of chirping birds, reinforced
comfort and recognition.

Memory, Metaphor, and Stories | 203
Har SE CB SEY
* A uniformed greeter, coached to recognize customers when possi-

ble, patrolled the winding brick drive-up paths and directed cus-
tomers to the desired area of the dealership. |

= |n the showrooms, the salesmen's “bullpen” was replaced with
comfortable living-room settings, fireplaces, and overstuffed chairs.

* Through a "stealth" sales process, experientially coached sales-
men entered the showroom only when a customer paged. Unob-
trusive computer information bays placed among the showroom
cars provided information of interest to customers.

* A silent paging system summoned personnel so that customers
throughout the complex did not have to hear the page.

= A community room was made available for members of the public
to book community and group meetings and events.

In addition to incorporating more than one hundred environmental
cues, the experience-management task force recast many "front
stage" roles in the dealership by teaching salesmen new behaviors
and language designed to give customers a sense of recognition and
belonging.

Results

The Flagship Experience Design was implemented in six independent
Buick dealerships: Upon completion, all six dealers posted increased
gross sales in the first year, ranging from 9 percent to 40 percent.
Customer satisfaction scores increased unilaterally.

According to Larry Hice, “The Flagship Experience truly created
new opportunities for dealers to be something different in the market-
place. This is not a touchy-feely, feel-good kind of thing that can't be
tracked. It is revenue-producing strategy. When done right, customers
will refer and repeat on that alone. That's revenue.”

Source: Courtesy of Experience Engineering, Inc., Minneapolis, MN, and the Buick Motor Division,
General Motors.

— —— sss

204 | Understanding the Mind of the Market

Belief and knowledge interact at both conscious and unconscious
levels. However, somewhat different. neural activities are involved in
each. Howard Eichenbaum and J. Alexander Bodkin explained this

E
notion in their article, "Belief and Knowledge as Forms of Memory":

Knowledge-driven memory processing is "bottom up," in that new expe-
riences are paramount in forcing novel bits of information together to
build or modify a memory scheme. . . . By contrast, belief-driven mem-
ory processing is "top down," in that the general schema is paramount in
guiding the interpretation of new experience to confirm convictions and
to specify actions consistent with those convictions.??

The partnership between knowledge and belief as forms of mem-
ory, with their top-down and bottom-up processing, further supports
the claim that consumers think in nonlinear as well as linear ways.
That is, when consumers consider whether to buy a product or ser-
vice, they take into account both the potential functional benefits
of the product, such as the risk potential of an investment plan,
and the deep emotional benefits, such as providing security for one’s
loved ones.

Moreover, for all practical purposes, consumers analyze both kinds
of benefits simultaneously, rather than considering first one and then
the other. This phenomenon reflects the little-understood neural pro-
cess whereby neural clusters both exchange and respond simultane-
ously to information. By analogy, the process resembles a phone conver-
sation in which two people speak at the same time while still hearing
and responding meaningfully to what each is saying. Traditional ladder-
ing techniques are valuable in identifying associations between the
attributes of a product or service, the functional consequences of those
attributes, and the psychological and other emotional reasons why those
consequences are or are not valued. However, the conventional way of
presenting these associations often misses the more complex, nonlinear,
and powerful ways that attributes, values, and consequences interact.
Furthermore, what may be a simple attribute for one person could be a
deep value for another. What for one consumer is merely a pleasant
scent might be experienced as fear (or joy) by another consumer.

Memory, Metaphor, and Stories | 205

_ To leverage these processes, marketers should always present a prod-

ucts functional and emotional benefits closely together in their commu-
nications to consumers, even if they do so in highly subtle ways. The
idea of extra traction made possible by the design of a tires tread, when
coupled with a picture of an infant, will trigger feelings or thoughts of
safety in a more powerful way than showing an adult or simply docu-
menting the benefits of the tread. Some people will notice the tire and
the infant at the same time, and the connections (tread and safety) be-
tween them are activated from both directions. In other cases, someone
may notice the tire or the infant first, but once the tread-to-safety con-
nection is made, further thoughts and feelings about safety will cause
more thinking about tread. Thus the design of any communication,
including store features, packaging, and even billing information re-
ceived in the mail, should be attentive to the partnership between func-
tion and emotion.

Memory and the Familiar

People remember new information more easily when it has some con-
nection to what they already know and has personal relevance for them.
New information becomes even more memorable if we "tag" it (that is,
associate it) with an emotion.? Thus the familiar strongly influences
what people notice, remember, and feel. Even when we encounter a
contradiction or a surprise, we compare the familiar with the unfamiliar
in order to figure out whats going on.*! For example, most humor
involves a violation of assumptions or expectations. It's that violation of
the familiar that makes us smile or laugh and remember the joke later.
The theories or ideas that most cause us to say, "Thats interesting!" are
those that challenge our longest-held assumptions.” Its no coincidence
that the very factors that influence the memorableness of an experience
are the same criteria by which we judge whether a story is engaging.

Box 9-2 describes an exercise that reveals how automatically we use
the “old” to understand the “new.”

The statement that memory is “story based” doesn’t mean that
memories take the form of “Once upon a time.” Instead, we remember

206 | Understanding the Mind af the Market

Box 9-2

An Animal on Another Planet

On the first day of class in my Customer Behavior Laboratory.course at
the Harvard Business School, | invite students to imagine that scien-
tists have discovered a new planet. | ask the students to draw a picture
of an animal that would live there, assuming any atmospheric consider-
ations. After the students have all drawn something in their notebooks,
| ask for volunteers to share their creations. Usually about twenty peo-
ple draw their creatures on the blackboard. The animals range in com-
plexity from squiggly lines to elaborate Six-eyed beings. At first glance,
these creatures have no resemblance to any animal on Earth.
However, as students begin to describe what they see, they quickly
establish that these creations do resemble earthly animals in certain
respects. Even squiggly lines can be bisected lengthwise into symmetri-
cal shapes. The alien creatures have sensing devices resembling eyes,
ears, noses, tongues, antennae, and other familiar parts. Their features
usually come in pairs; eyes are located near mouths and noses; limbs
appear in even numbers and as extensions for locomotion; and so on.

experiences and images as integrated bundles of information. In the
process of remembering, we often add information. Recall the picture of
the two creatures running in a hallway from chapter 3. People’s ten-
dency to believe that the creatures differ in size, that one is angry and
the other frightened, and that one is chasing the other demonstrates our
- human ability to add or subtract information as we create and recall sto-
ries. Figure 9-1 shows the same two creatures without the simple cue of
visual depth (a hallway); figure 9-2 shows them in the hallway. Notice
that figure 9-1 wouldnt Benerate a story as easily as figure 9-2 would.
The simple cue of a hallway encourages us to add size, anger, fright, a
chase, and escape to an image, and we get a much more vivid story. In
marketing, the firm adds the cues corresponding to the hallway while

Memory, Metaphor, and Stories | 207.

At this point, students usually point out that | asked them specifi-
cally to draw an "animal," not a "living creature." This observation usu-
ally leads to a discussion of how the students might have represented
"living creature." The new ideas demonstrate the diversity of possibili-
ties that a higher level of abstraction may have generated. But even in
the latter case, "living" (as we know it) still constrains our thinking. Few
students indicate that they first considered what conditions on another
planet might be like and how these circumstances would dictate the
bodily structure of beings who lived on that planet. Seldom does a stu-
dent consider drawing creatures that resemble shoes, elbows, or
raisins. This exercise serves as a reference point throughout the
course. It demonstrates:

* How quickly we refer to what we already know when we encounter
a new challenge

* How unaware we are of the influence of the familiar
* How easily we represent one thing in terms of another

* How we struggle to create a new idea that doesn't relate to what
we already know

the consumer adds the other elements just mentioned to explain or
account for what is going on.

Significantly, what we know and remember constitutes the ingredients
for storytelling, the re-presentation of our beliefs. Storytelling can be verbal,
Pictorial (as in the preceding example), or take many other forms, such
as music and dance. Marketers must learn the ingredients—the relevant
thoughts and feelings—that consumers use to create a story involving
the brand or other issue that the marketer is addressing. The marketer
should carefully select and design additional cues encouraging con-
sumers to construct favorable stories. The two creatures in figure 9-1
elicit a much less engaging story when placed on a seesaw instead of in a
hallway. The cues that marketers can add, of course, can be a products

208 | Understanding the Mind of the Market

FIGURE 9 - 1

Two Creatures without a Hallway

Adapted from Mind Sights by Roger N. Shepard, © 1990 by W. H. Freeman.
Reprinted by permission of Henry Holt and Company, LLC.

ingredients, a simple statement of purported benefits, the elements of
package design, the background music in a store, the store personnels
attire, the look and feel of a Web site, and so on. By adding distinctive as
well as familiar elements, the marketer and the consumer jointly create a
story that will more likely result in a purchase.

Memory, Metaphor, and Stories — | 209

FIGURE 9 -2

Two Creatures within a Hallway

From Mind Sights by Roger N. Shepard, © 1990 by W. H. Freeman.
Reprinted by permission of Henry Holt and Company, LLC.

Memories, we've seen, are both personal and social. We experience them
individually, and yet their content is also stored all around us in the form
of social norms, icons, and so on. What we remember is a re-presenta-
tion, a metaphor, for social or cultural events and meanings that are per-
sonally relevant. These are communicated and stored in the form of sto-
ries. As noted earlier, the closeness of store and story is not accidental.

210 | Understanding the Mind of the Market

Metaphor brings together different stories or sets of memories.
For example, the metaphor that. Chevy trucks are like a rock brings. to
mind for U.S. consumers the meaning of Chevy trucks and of a rock.
When these are brought to gether, anew meaning or story—a new mem-
ory—is created. | |

Chapter Ten

Stories and Brands

Story is metaphor for life.

T HE IDEA that brands are a form of storytelling is not new.! In
B fact, as psychologist Sidney J. Levy of Northwestern Univer-
sity and the University of Arizona explains:

The largest activity in marketing is the provision and consumption of
stories. This fact is so general and pervasive that it commonly escapes
notice or it is so prominent and noticeable that it interpenetrates all
experience. . . . Stories are bought and sold, they are part of the media of
exchange, and they are the vehicles for all other goods and services."

Because storytelling is so central to memory and metaphor, we
should fully understand the process. Consensus maps (chapters 6 and
7) are the filters that consumers use when attending to, processing, and
responding to marketing stimuli; stories simply embellish these maps.
When managers tell a brand story, they engage or activate their con-
sumers' consensus maps. When managers tell new stories, they are try-
ing to reengineer those maps.

However, consumers dont passively receive these brand stories. To
the contrary, managers and consumers cocreate the meanings of brands,
as Susan Fournier of the Harvard Business School has demonstrated in
her work on brand relationships and brand meaning.? Wendy Gordon
of the Fourth Room based in London also cautions managers: "Most
importantly we need to remember that brands only exist in the minds of

212 | Understanding the Mind of the Market

others. The brand in my mind is not the same as the one in yours." [Ital-.
ics in original.]

Storytelling and Brand Building

Larry Huston, a senior vice president and lead creative director at Proc-
ter & Gamble and a leading marketing authority on storytelling in
brand building, points out this relationship:

All brands have a story, a story that consumers tell themselves when they
reach for the product in the store to buy it. The story will likely be sub-
conscious if the person is already a loyal buyer or conscious in the case of
anew trial experience. For example, when Mom reaches for a juice
drink, her story might be, “My kids love this and it’s good for them."
There are many story moments in a brand’s daily life. That same Mom
may tell a friend a word-of-mouth story: “I have weaned my kids away
from soft drinks. This new juice drink? They love it and it’s good for
them. I always have it in the refrigerator, and I let them drink all they
want. This stuff is vitamin fortified.”

In addition to word-of-mouth stories and purchase stories, many
brands have creation stories. We have all heard the creation stories of HP
Apple, Microsoft, Coca-Cola, and on and on. Often the main character,
or protagonist, in a brand-creation story is an individual—and these
characters all have their stories. The stories of Walt Disney, Ralph Lau-
ren, or Coco Chanel enrich the brand and make it more human and
approachable. In nearly all cases, these individuals have hero journey
stories. These are stories of adversity, rejection, renewal, and triumph.
Hero stories are fundamental human archetypes that resonate across all
cultures. And, of course, one of the classic approaches in advertising is to
create hero advertising. The challenge, of course, is to do this in a fresh
way, not in a clichéd way. Authenticity and voice are keys to successful
brand storytelling.’

Huston has created the Boot Camp operation at P&G, whereby brand
managers create brand stories, including films portraying the stories.

Stories and Brands | 213 |

This training helps the managers develop more meaningful connections
between consumers and P&G brands.

Others have also explored the power of storytelling. Recently, Roland
Kulen launched the Story Development Studio to develop and evaluate
film scripts, television programs, and novels in various stages. His
developers explore the deep metaphors in the writers', directors', and
producers' work, as well as moviegoers', TV viewers', and readers' meta-
phors about the materials. Kulen and his colleagues use the metaphor-
elicitation technique to help writers express their goals and explore how
well their stories achieve those goals. Then, using the same methodol-
ogy, the studio gauges the intended audiences reactions, which it factors
into the script development process.

Storytelling and Archetypes

Many consumer memories are archetypes, defined as images that capture
essential, universal commonalities across a variety of experiences. For
example, read the sentence below and respond quickly:

Think of a vegetable.

For many North Americans, the vegetable that comes to mind immedi-
ately is “carrot.” Regardless of whether people enjoy or eat carrots regu-
larly, carrots are the archetypal vegetable for many people. Carrots rep-
resent all vegetables. All societies share many archetypes, such as
“hero,” “villain,” “sage,” and “pauper,” although the specific stories fea-
turing these archetypes may vary? These archetypes appear in fables,
fairy tales, novels, and, most important, in everyday life—including
peoples experiences as consumers. Archetypes help us make sense of
life’s challenges, behave properly, and understand who we are. Not sur-
prisingly, advertisers often use archetypes to represent the kinds of
experiences that consumers have with a product, even though each
consumer has his own version of that experience.’ A financial services

214 | Understanding the Mind of the Market -

ad may present a grandparent as the sage, although different grandpar-
ents may relate to the sage role in different ways, depending on hi
personal situations.

Marketers who wish to influence the stories that consumers create
must build stories around archetypes, not stereotypes. A story built around
an archetype involves a universal theme, that is, a core or deep metaphor
simultaneously embedded in a unique setting? The stereotypical story
stresses a setting and not a deeper, more universal quality to be found
in many settings. Consumers in different situations can still relate to an
ad or a message about a brand conveyed through an unfamiliar setting
if it involves a clear archetype or core metaphor. Product stories that
involve archetypes can span cultures or subcultures, whereas those
that stress functional attributes and perhaps immediate, surface psy-
chological or social benefits usually misfire. Showing a homemakers
pleasure when using a certain household product is stereotypical, even
though it accurately portrays what many people experience using the
product. However, showing the homemakers major faux pas and sub-
sequent redemption by selecting the brand in question taps into a
deeper, more relevant experience expressed universally as the heros
journey.

Box 10-1 looks more closely at archetypes and how societies use
them. Developed by Dr. Canan Habib, a specialist in literature and a
research associate with Olson Zaltman Associates, this box focuses on
the use of archetypes in literature. |

Archetypes as Core Metaphors

Often archetypes and core metaphors are one and the same.? As we saw
in chapter 4, a core metaphor contains the common, underlying ele-
ments of otherwise different and more surface-level metaphors. For
example, the idea of (im)balance is present in each of the following
expressions: “I’m back on track again”; “That puts me off”; “If I eat this
now, then I'll pay for it later"; “That offer is awfully one-sided.” Thus
(im)balance is the deep metaphor uniting these seemingly unrelated
surface metaphors.

Stories and Brands | 215

Box 10-1

Archetypes in Literature

An archetype is an idea, character, action, object, situation, event, or
setting containing essential characteristics that are primitive, general,
and universal rather than sophisticated and unique. Theories about
archetypes draw from a diverse range of fields, including anthropology,
psychology, and literary analysis. |

Anthropologists have developed the following two “monomyths’—
overall patterns that contain diverse archetypal symbols.

* Seasonal myths involve cycles of human life that follow the pat-
terns of the seasons. Birth and youth are represented by spring;
. growth, by summer; fruition or maturity, by autumn; and death, by
winter. Like the seasons of the year, the cycle of life is continuous.
Death is followed by rebirth, as winter is followed by spring.

* Hero myths often depict the hero as having an unusual birth, a
great man or god as a father, and qualities of greatness himself.
Many heroes are sent into exile or put in dangerous situations;
must pass a test or a trial to prove themselves; have achieved
great deeds, thus "saving the day"; and suffer a mysterious death.
Many hero myths suggest that a supposedly deceased hero is not
really dead, or that he might be reborn.

One scholar organizes archetypal patterns under the following five
headings.

1. Subjects: Birth, coming of age, love, guilt, redemption, death; that
is, big, universal issues.

2. Themes: The conflict between reason and imagination, free will
and destiny, appearance and reality, individual and society—with a
focus on how individuals deal with universal subjects.

3. Situations: The tension between parents and children, the rivalry
between brothers, the problems of incestuous desire, the search for
a father, the ambivalence of the male-female relationship, the young

Dn a I CSS HOMRI SETS RMUIRMO TUM CM NIS cu mEadn
(continued)

218 | Understanding the Mind of the Market

man from the country first arriving in the city—with an emphasis on
how individuals address universal subjects with one another.

4, Characters: The braggart, buffoon, hero, devil, rebel, wanderer,
enchantress, maiden, witch, and so on. Includes man and woman
in general.

5. Images: Certain animals, birds, and natural phenomena and set-
tings. Includes fire, sky, earth, rain, water, direction (such as
up/down), colors, and shades (such as light/dark). Colors may
represent other ideas, such as life/death, memory/forgetfulness,
growth/decline, happiness/fear, wakefulness/sleep, and so forth.

Other scholars divide archetypal patterns into two main groups,
the cycle of life and archetypal images.

The Cycle of Life

The Divine Family: Sky Father—Earth Mother
The Divine Family: Mating with a mortal
Becoming: Initiation

Becoming: The fall from innocence to experience
Becoming: The task

Becoming: The journey and the quest
Becoming: The search for the father

Becoming: Death and rebirth

Archetypal characters, such as heroes and antiheroes, the wise fool,
the devil, the outcast, the double, the scapegoat, and the temptress,
repeatedly appear in the cycle of life.

Archetypal Images

Archetypa! images are more complicated than stereotypes because
they stand for things other than themselves. Yet even without referring
to anthropology or psychology, we can grasp why certain images have
come to represent certain ideas, as shown in the following examples.

* Up/Down: The law of gravity governs everyone. As you might
expect, going up is normally more difficult than going down; there-
a ON I E C AMINO M I OI E Up prc I Re cH EMI UM ED

Stories and Brands | 217

fore, the idea of going up should convey achievement and excel-
lence. Images associated with the idea of up, such as a flying bird,
flying arrow, star, mountain, growing tree, and tower, represent
what we want to reach or attain; in short, something good. Down
connotes the opposite idea. We "fall" into bad habits or bankruptcy.
An abyss symbolizes downfall, emptiness, and chaos.

.* Blood: This fluid represents life, strength, dignity of inheritance, -
magic, death (if too much blood is spilled), and the making of an
oath. Blood is associated with moments of death, birth, puberty,
and the more general ideas of health.

* Field/Earth and Sky/Rain: These images represent woman and
man. Sky (male) sends rain as a fertilizer. Earth (female) receives
the fertilizer and gives birth to crops and babies.

* Light/Dark: These symbolize certain mental and spiritual quali-
ties. For example, metaphors involving /ight convey the following:
illumination, clarification, illustration, brightening, and emotional
relief. Darkness is associated not only with corpses, ghosts, un-
happiness, the unknown, and evil, but also with possibility and the
furtherance of new life (the darkness of the womb). At times,
physical darkness or blindness may symbolize inner light or vision.

* Fire: Fire constantly moves and changes. Fire links with the ideas
of up, sun, sky, and the gods, and with the male.

* Woman: This archetype historically portrayed women as either
nurturing mothers, witches, or prostitutes. In recent literary tradi-
tion, more variety has emerged, and images of female identity have
softer edges. For example, we can depict a woman simultaneously
as the object of desire and as a nurturer.

* The Double, or the Second Self: The double can appear in many
shapes: a friend, a twin brother, a pursuer, a tempter, a beloved, a
fragmented mind, or opposite images such as the fair maid and
the femme fatale. The double reflects a simultaneous duality and
unity. It can be a complementary identity, a total opposite, or a
seeming opposite to the self.

Source: Dr. Canan Habib, Olson Zaltman Associates.

METIDO NU erm Sr re SN AIR a ed ot |

218 | Understanding the Mind of the Market

Two concepts— "journey" and “transformation”—aptly illustrate the
overlap of deep metaphors and archetypes. !

* The Shoppers Journey. Consumers describe their shopping expe-
riences in terms of an archetypal journey, complete with many
side roads that entice the shopper to digress and find surprise,
excitement, and even trouble. In taking this journey, a consumer
may experience numerous archetypal events, such as succumb-
ing to temptation (the heros fall from grace), confronting a store
manager (the power of danger and challenge to build character),
overcoming resource constraints (additional character building),
and arriving home triumphant—with a bargain in hand or a
treat for the family (the return of the conquering hero). When a
consumer repeatedly experiences such events along the shop-
pers journey, he or she then becomes a trusted advisor for more
naive consumers. (The hero assumes community leadership and
receives well-earned admiration.) For example, General Motors
is using the Internet to create positive memories in which the
company assumes the character of the archetypal trusted advi-
sor. Fidelity Investments presents the journey of financial plan-
ning as one full of opportunity and yet one where danger lurks.
In both cases the discreet services of a trusted guide can help the
investor become a hero. :

* Childhood Transformation. Transformation involves moving from
one state of being to another, with each state having both desir-
able and undesirable qualities. For example, children undergo
transformation as they reach certain milestones, such as taking
their first steps, realizing they can manipulate others, losing their
first tooth, going to the first day of school, and so on. In arche-
typal terms, these transformations may involve struggle, defeat,
and victory for the child and the parent. The childhood transfor-
mation journey has many touchpoints. One, food, is a central
factor in young peoples daily lives and overall development.
Certain meals, such as breakfast and snacks, and specific food
products and brands, such as Cheerios, are quietly relevant to
the various milestones children reach. Breakfast becomes a set-
ting and Cheerios a prop for the enactment of certain transfor-

Stories and Brands | 219

mations. The challenge for a brand like Cheerios is to develop a
story in which it becomes a reassuring "constant" for mothers as
they experience the bittersweet feelings associated with the
changes their children are experiencing—some of which are
played out at mealtimes.

Like all core metaphors, archetypes are deeply embedded in every
cultures social memory. They are imprinted in the minds of its individ-
ual members in multiple ways.!° Moreover, they contain important cul-
tural information that people retrieve in the form of stories. For exam-
ple, the story of Little Red Riding Hood involves an archetypal journey.
At least forty-eight different versions of this story exist around the
world, each conveying a different twist appropriate to a particular time
period, social setting, and goal of the storyteller. But all the versions tell
the story of a nice person who ignores sage advice, gives in to tempta-
tion, suffers a near-fatal disaster, and is rescued through the intervention
of an unexpected party.!! In many accounts of their shopping experi-
ences, consumers in France, Japan, and the United States described
themselves in terms of Little Red Riding Hood's experiences without
ever explicitly referencing this story. Companies can tell this powerful
story, or various parts of it, in many ways. For example, General Motors
OnStar communication system assumes the part of the woodsman in
Little Red Riding Hood as a rescuer in diverse but dangerous situations,
some of which are brought on by the folly of the driver. For some adults,
Mickey Mouse is described in emotional, metaphoric terms as a savior
that helped them get through very trying times as a child.

Hallmark provides a good example of managers bringing memory,
metaphor, and story together to help build more positive consumer
experiences and a clearer statement of the firm's corporate vision. To
serve certain consumer segments better, Hallmark's managers set out to
understand more deeply how thoughts and feelings about motherhood
are retrieved from memory and affect womens lives. Obviously, such a
complex issue would inspire many accounts. In fact, each mother par-
ticipating in the study told stories that were uniquely individual at one
level and yet, at a deeper level, were in some way shared by other moth-
ers. We can title one of these stories "Mother as a Role Model," a promi-
nent archetype in leadership stories.

220 | Understanding the Mind of the Market

Table 10-1 describes some of the visual images that the interviewees
brought to their metaphor-elicitation interview as initial metaphors
expressing their thoughts and feelings abowt.being a mom. The table
contains comments that the mothers made as they explained their inter-
pretation of the images. Through the use of visual images, the inter-
views enabled study participants to retrieve episodic, semantic, and
procedural memories to express their thoughts and feelings. As you'll
see, a particular picture may have initially represented one idea, but in

TABLE 10 - 1

The Mother as a Role Model Story

Initial Visual Metaphor

A colorful photograph of crudités
and condiments—neatly arranged
plates of fruits, vegetables, and `
spreads.

A simple photograph of five
Lincoln pennies floating,
seemingly rotating, against a
white background.

A small boy lying on his belly

in the grass and examining several
blades through a large magnifying
glass, so that his eye appears larger
than the rest of his face.

Two young girls at school. One with
blond hair and a light complexion
sits cross-legged with a book in her
lap and a smile on her face. She is
listening to the cther girl, who has
two long dark braids and a darker
complexion and is kneeling as she
whispers into the first girl's ear.

Verbatim Example

"[Kids] learn everything from you. They imitate
how you talk, your facial expressions, your
language. You're thrilled when they do some-
thing positive, but when they say something
snotty, you go, ‘Oh my God, they said that just
the way I do.’ You realize how much you
impact their thoughts and feelings."

“l'm very committed to racial integration and
equality. My children have been very indoctri-
nated. My children are both fairly color blind.
It's one of the things I’m very proud of. [It's a
priority] that my children can walk through the
world and know all different kinds of people
and can communicate and there's not
discrimination."

“You aim high in your own behavior because
you are a role model for them. Being a good
person is such a huge thing. It's made me a
much better person because | want them to be
that kind of person... that’s the kind of stamp
of quality | want to pass on to them.”

“My kids are always watching me. | must be
really cognizant of the choices | make and the
manner in which | choose to conduct myself in
every moment of my waking hours, because
I'm under the microscope.”

“Say I'm in the car and I'm driving and some-
body has just cut me off and chosen to flip me
off. | could do the exact same thing. Or | can
just take a big, deep breath and I can turn to
my kids and say, boy, it seems like that person
really has something on their mind that they're
choosing to be really angry."

Stories and Brands | 221

response to probing from the interviewers, participants uncovered
other meanings that were not evident during a simple inspection of
the picture.

Hallmarks managers and researchers, using their prior experience
along with insights from the outside research team, identified several
basic stories in the participants' comments. Each story generated several
ideas for new products and services that Hallmark is developing to bet-
ter address the realities of being a mother. ©

Memory, Story, and the Self

What we remember, how we remember, and why we remember depend
largely on our sense of self, of who we are as individuals. We have many
selves, which gives the opportunity to remember different things, in dif-
ferent ways, and for different reasons. These many differences con-
nected with different selves provide managers with enormous opportu-
nities for helping consumers create personally relevant stories about a
brand or company.”

Ulric Neisser, a leader in cognitive psychology and memory re-
search, offers a well-known illustration. According to Neisser, we have
an ecological self; that is, who we are in a particular physical setting. For
example, the statement, *This is where I always shop . . ." expresses a
persons ecological self from a marketing standpoint. We also have
an interpersonal self—who we are when we interact with other people.
“I always demand good service" expresses the persons interpersonal
self. These two selves can differ markedly, and are present in all indi-
viduals from infancy onward.

But we have other selves as well. For example, through our extended
self, we experience events in the present by remembering the past and
anticipating the future. For example, we might express our extended
self when we think about reliving a childhood experience through our
own children, such as planning a trip to Disney World so that they can
enjoy the same experience we did. Moreover, we have a private self,
Which responds to events and experiences in uniquely personal ways.
We express this self when we tell others, for example, “You can't even
begin to imagine how I. ... .”

222 | Understanding the Mind of the Market

Finally, we have a conceptual self. Perhaps the most introspective of
our selves, our conceptual self is aware of our other selves. It recognizes
itself in products and services as if these were inner mirrors. Consumers
will more likely accept offerings that are consonant with their concep-
tual selves than those that are incongruous. Our conceptual self causes
“us to reject a chintzy piece of furniture because it doesn't want to associ-
ate itself with such a symbol of cheapness. This self also reflects and
regenerates itself in the sense that it wants other peoples selves to
resemble it. This is why mothers say things like, *I take my children
shopping now and then to teach them the value of things," or why we
actively give advice: "If I were you, then I'd go for the pink one."

All of our selves—ecological, interpersonal, extended, private, and
conceptual—combine to provide a kind of container for our many dif-
ferent memories. Memories with different products and services involve
one or more of these selves. Marketers must understand which self
is likely involved in particular situations for their offerings. The story
crafted for using a product or service in a particular situation must
reflect the appropriate self. Alternatively, the portrayal of a product must
accommodate multiple selves. A Nestlé advertisement for confectionary
in Europe represents an upscale box of chocolates as a gift to one’s self to
leverage the indulgent dimension of our conceptual self and also a gift
to give others, appealing to the social norms relevant to the ecological
self as well as expressing the interpersonal self.

Implications for Advertising

We discussed in chapter 3 that the human brain spends most of its time
communicating with itself. One of these “conversations” involves the
construction of stories—the bringing together of thought and emotion
through various brain structures.!* To build stories, the brain distributes
stimuli (such as product designs, purchase settings, marketing commu-
nications, and other cues) from the thalamus to the cortex and the
amygdala. Whereas the cortex is associated with thought, the amygdala
(in partnership with the thalamus) is associated with emotion and
unconscious processes in the brain. (See figure 10-1.) |

Stories and Brands | 223

FIGURE 10-1

The Limbic Pathway

Conscious
evaluation

Cortical
Areas

Modulatory Purchase
Influence . decision

Amygdala

The cortex modulates emotional responses from the amygdala.
However, in the case of storytelling, feelings arising in the amygdala also
further influence the cortex. Thus emotions and thoughts stimulate and
shape one another much as children sitting around a campfire do when
they tell “true” stories about frightening events that allegedly happened
nearby. The crackling fire, deepening darkness, and mysterious night
noises strengthen the drama of the stories, just as marketing cues
can strengthen the meaning and impact of a brands stories created by
consumers. However, there is something important missing from figure
10-1 that requires us to revisit the topic of consensus maps.

Consensus maps such as that shown in figure 10-2 involving Nestlé
Crunch Bars tell a story about a brand, company, or situation that is
shared by consumers in a market segment.

The map in figure 10-2 contains just a few of the overall thoughts
about the role that Nestlé Crunch Bars play in certain consumers lives.
These thoughts involve valued memories, physical locations, and sen-
sory qualities, among other things. Such consensus maps represent dia-
grams of stories that consumers create. The constructs, or thoughts, in a
map represent the key “characters” or players in the story, with some
more influential than others. The associations among these constructs

Evaluation
independent
of conscious
awareness

224 | Understanding the Mind of the Market

FIGURE 10-2

Nestlé Crunch Bar Submap

Evokes
Memories

become the story consumers tell—that is, the memory they retain—
about Nestlé: Crunch Bars. As we've seen, researchers can learn of these
stories by helping consumers generate metaphor-rich narratives. The
true character of a thought emerges through its connections with other
thoughts. Clusters of directly connected constructs are often embodied
in deep metaphors or archetypes. For example, in the Nestlé consensus
map, the “true” character of all the constructs— "anticipation," "memo-
ries," and “escape”—is captured by the deep metaphor of time. That is,
"anticipation" is forward looking, *memory" is backward looking, and
“escape” focuses on the present. Simple definitions of the constructs
provide their characterization. |

Consensus maps play a special role, as shown in figure 10-3. Before
marketing stimuli travel to the thalamus and from there to the cortex
and amygdala, they are filtered through a consensus map.

As discussed elsewhere, consensus maps are filters and routers; they
cause us to attend to information relevant to the constructs they con-
tain. Moreover, as one construct, or thought, within a consensus map is
activated, it can stimulate another thought within that same map, OF
even in a related map. Whenever a new thought is activated, it primes
yet additional thoughts. Thus information engaged by one thought,
such as "anticipation," is routed to *indulgence" for further assessment.
In this way, the brain activates an entire story. An individual may be
aware of some parts of the resulting story, but other parts of the story
will remain buried in the unconscious mind. The metaphor-elicitation

Stories and Brands | 225

FIGURE 10-3

Consensus Maps Filter Marketing Stimuli
Cortical
Areas

Modulatory Purchase
Influence decision

Amygdala

process described in the appendix (to chapter 4) is a way of surfacing
the conscious and unconscious elements of consumers' stories and rep-
resenting them diagrammatically as a consensus map.

The neurological processes behind storytelling have major implica-
tions for marketers. Traditionally marketers who want to understand
consumers’ responses to advertising ask questions such as:

Conscious
evaluation

Evaluation
independent
of conscious
awareness

* What do people like (or dislike) about the ad?

* What are consumers’ attitudes toward the ad?

* What do they remember about the ad?

* What did consumers learn about the brand from the ad?

* What are consumers attitudes toward the brand?

* Did the ad influence consumers' intention to buy the brand?

These questions may generate valuable information. However, they
reflect the belief that marketers can "inject" stories about a brand into
consumers through advertising. None of these questions would reveal
the stories that consumers create in response to an ad. Nor do they exam-
ine whether consumers’ stories match the meaning that the advertiser
intended to convey. Furthermore, an accurate replay of an ads message
doesn't mean that the consumer feels it is relevant, believes it, or even
understands it.

226 | Understanding the Mind of the Market

In creating stories about brands based on advertising, consumers
draw on the very elements that constitute memory: past experiences
with the brand, existing thoughts and feelings about it, the reasons for
having an interest in the brand, and the cues available about the brand
from nonmarketing sources. All of these factors are present in the con-
sensus map that is activated when a consumer is exposed to an ad or
thinks of the brand for other reasons. Thus, marketers must ask ques-
tions that shed light on how those factors are working together to form
the bundle of connected thoughts and feelings in a consensus map.
(Recall from the preface that a consensus map is simply a way of show-
ing the connections among bundles of neurons that constitute human
thought and feelings.)

. John Grant, author of After Image, provides an insightful view of the
role of storytelling in today’s consumers’ lives, described in box 10-2.

So how can marketers leverage the power of storytelling in their
efforts to understand and better serve consumers? Jerry Olson, the
Strong Professor of Marketing at Pennsylvania State University and
managing partner of Olson Zaltman Associates, has designed a way
to use storytelling and metaphor to evaluate the effectiveness of an ad-
vertisement and make any necessary changes. In contrast to typical
methods, Olson metaphor-based approach includes asking such ques-
tions as:

* What meanings about the brand do consumers acquire and
generate? |

* What meanings do consumers form about the product category?

* How much of the resulting meaning can we attribute to the ad
content and how much to consumers' own frames of reference?

* Doconsumers form the same meanings specified in the market-
ing strategy?

* Does the ad permit different consumer segments to create differ-
ent stories with the same underlying, deep metaphor?

* Arethese multiple stories consistent or inconsistent with the
strategys intended message?

* How readily do consumers form the meanings and stories?
How much effort do they expend to do so?

Stories and Brands | 227

Box 10-2

Myth and Story and Marketing

Stories compress information into readily useable forms. They deal
with the most typical dilemmas in human life. Contrast this format with -

_ the book of instructions required for a video player—a small fragment
of daily life—and you can see, by contrast, how economical stories are
in passing information.

The word myth suggests the passing down of the wisdom of

ancestors—wisdom being simply “knowing how to act" in any given sit-
uation. But not all myths are archaic. Modern myths include safe sex,
political correctness, and the "New Man." These are spontaneous mod-
ern forms that tell us how to act—spontaneous because they have
formed in reaction to new social contexts.

Our current time is unique in that the majority of memes (culturally
transmitted ideas) come from our peers and not our ancestors; we live
in a “post-tradition and custom" society. Many factors drive this sudden
imbalance toward the new: education and the explosion of available
information; the pace of technological, social, and commercial change;
the rapid intermingling of regional cultures; and many other twenty-
first-century influences.

The net result? We wake up every day in a world where we aren't
quite sure how to live. This fundamental uncertainty embraces trivial
lifestyle decisions such as what to eat for breakfast and what to wear,
as well as important issues like how to be a man (or woman). Indeed,
the "little" issues are in many senses more fundamental, as anthropolo-
gists often find. Once you have decided to eat fruit for breakfast and
groom yourself in soft modern casuals, you are on the way to being a
"New Man”!

These uncertainties, great and small, create the ideal conditions
for building brands. Brands are units of social consumption. We've
known for some time that we mostly buy the “how to live" component,
With the actual object or service thrown in. Brands that exploit this

RCCNRSEESICOLOSMpe CIUPIRUCIO INCIDUN A CNESSNENI

(continued)

228 | Understanding the Mind of the Market

ambiguity create packets of meaning—in the form of stories—which
we can apply to our lives. But that is a 180-degree shift in the role of
brands. This about-face is one of the central battlegrounds between
traditional and new marketing practices.
The old view of brand marketing, developed in the 1950s and still
. widely practiced and believed, concerns attaching existing social
meanings to products and services. This cigarette makes you rugged
and individual "like a cowboy." That newspaper makes you educated,
liberal, and a little “bohemian.” The following diagram shows this flow
of cultural logic:

Brand borrows .
existing social
associations

"I know who
| am supposed
to be in life"

“This is the right
brand, consistent
with my role"

| buy/prefer
this brand

Stories in this marketing context have less potential to carry the social

meanings in an engaging form; they are merely advertising devices. As
John Grant says:

Most of the advertising that | did in the 1980s and early 1990s
followed this formula. For example, our Volkswagen advertising
used cameos: the guy who lost his shirt at the casino, the
woman who stormed out on her sugar daddy. All to carry the

idea of the heroic underdog; the VW GTi as a poor man's
Porsche.

Increasingly, people are no longer in the luxurious position of being
certain about their life, role, and identity. We change careers five times
in a lifetime and change social relationships, homes, and social roles

I OE SENET USER NEC TNR SAE GT CPN EEUU

Stories and Brands | 229
PS I Fa TUAM M MMC M ONCE ERE
perhaps even more often. We are constantly struggling to find mean-

ingful ways to live. Brands can now affect consumers as surrogate tra-
ditions. (See the following diagram.)

"This brand gives
me a whole
new template"

| buy/prefer
this brand

| don't know
how to live

The role of stories, including myths, then becomes central. They
are not mere advertising devices to carry fixed meanings. They are
the meaning itself. They are real That's why approaches like the
metaphor-elicitation technique are so valuable. To act at a deeper level
of cultural meaning, you first must /ook at the world on that level.

For example, consider the Volkswagen Bug—one of the most
successful product launches (or, to be more accurate, relaunches) of
the 1990s. The story of this car is that it's what open-collar workers
in the United States drove—the geek-mobile. That's not an advertis-
ing confection. It really was the car of choice in places like San Fran-
cisco and Seattle. If that's the life you chose, then this VW was the car
for you.

Sometimes an actual story establishes the brand. For example:

* Tourism in Scotland got a considerable. boost following the suc-
cess of the movie Trainspotting.

* IBM's Deep Blue established credentials for personal (yet power-
ful) computing.

* Bulgari watches were popularized by Fay Weldon's novel, The Bul-

gari Connection.

Source: Used by permission of John Grant.

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230 | Understanding the Mind of the Market

Different firms implement Olson's approach differently, depending
on the goal of the advertising. However, analysis of the answers to the
above questions usually focuses on:

e the richness and diversity of the stories consumers generate
based on the ad

* the stories’ fit with the ad’s intended message or strategic
goal |

e the ease with which consumers generate their stories

* the uniqueness of the stories relative to the particular brand

* the degree to which the stories are more related to product
category or to the brand

We can use this approach in developing advertising and in evalu-
ating alternative executions. For example, exploring consumers’ sto-
ties in the advertising conceptualization stage (prior to preparation of
the creative brief) can later help creative staffs anticipate consumers’
reactions to. the ideas and concepts that may appear in the ad. Con-
sumers’ stories are also valuable during the ad-building stage, when
advertisers are considering potential content such as tag lines or par-
ticular symbols. Storytelling has also proven useful during the ad-
production phase, when creative staffs develop partially completed
communications such as print mock-ups, rough cuts, storyboards, or
animatics. Finally, storytelling is valuable when evaluating competi-
tors' efforts.

Several assumptions underlie this approach, all of which have solid
grounding in literary studies and in neuroscience, and two of them
merit special attention. First, as we discussed in chapter 9, the meaning
of a brand resides in the minds of consumers, not in the physical brand
itself or in advertising about the brand. That is, consumers—not man-
agers—ultimately create brand meaning. This meaning emerges from
the interaction between consumers' consensus maps and their brand
experiences—including exposure to brand attributes, product perfor-
mance, and advertising. Marketers can influence the meaning that con-
sumers create by providing critical raw materials in the form of icons,
metaphors, and phrases. However, they cannot control consumers' man-
ufacture of meaning.

Stories and Brands | 231

Second, a brands meaning exists in several forms in consumers'
memories. Some of the meaning is “at the surface”; that is, consumers
can easily bring it to their consciousness. Such surface meaning may
include the physical attributes of the brand ("Cummins marine engines
are designed for accessibility during routine maintenance") or the func-
tional consequences of using the product ("These engines are less
expensive to repair"). But further brand meaning exists at deeper, more
| personal levels. This deeper meaning includes knowledge about the
psychological consequences of a brand ("These engines make me feel
more secure in bad seas") or the social consequences ("The engine noise
doesn't intrude into our conversations"). Finally, even deeper meanings
involve consumers’ core values and life goals (“This engine will take me
anywhere; it gives me a sense of independence and freedom").

Box 10-3 depicts a possible story that may underly the world’s lead-
ing brand, Coca-Cola. The story introduces and illustrates the terms
characterization, character, events, archetype, and controlling idea—all of
which marketers must understand to create effective stories.

Consumers develop coherent stories about brands, and those stories are
encoded in their memories. These stories may change owing to actions
taken by managers, influences from other consumers, and, of course,
consumers’ new experiences or reassessments of prior experiences.

Consumers use a variety of “data” to develop their stories, includ-
ing—but hardly limited to—the product and promotional cues pro-
vided by marketers. Consumers’ stories also serve as metaphors for their
experiences. These metaphors may be deep; for example, they may
reflect universal themes such as balance, journey, and transformation.
They may also be specific and expressed by references such as “got
ripped off,” “received a helping hand," or “it lit a fire under me."

Consumers often share the same basic story, though with individual
variations. A consensus map depicts the essential thoughts and feelings
in a story and how they are stitched together in memory. These common
elements represent the archetypal story of a brand. Marketers can under-
stand these stories by eliciting surface-level and core metaphors from
consumers—thereby shining a light into consumers' unconscious, but
essential, thoughts held deep in memory.

232 | Understanding the Mind of the Market.

Box 10-3

A Possible Brand Story
of Coca-Cola |

. Characterizations are how a product or brand is described in coherent
ways, such as through formal marketing communications or word-of-
mouth, and in the consumer's own mind. Consumers in several coun-
tries describe Coca-Cola in ways that suggest several consistent dual-
ities. For instance, people characterize the beverage as both American
and universal, as providing both energy and calm, as old but somehow

. contemporary, as appropriate for young people as well as older people,
as ideal for enjoying alone or with friends, and so on. Strategy consult-
ant Jack Carew suggests that brands grow even more powerful when
consumers characterize them through qualities that, although they
appear to conflict, are in fact resolved by some higher order of thought.
For example, the higher-order notion that Coke is "worldly" brings to-
gether the seemingly contrasting constructs "American" and "universal."

But a characterization is not the same as character. The character-
ization is a description of the brand, while character is what a brand
does, For example, Coca-Cola's character is revealed when it seem-
ingly “chooses” to do one or another thing for us, such as quench our
thirst or refresh us. In effect, a brand's character senses our needs. It
expresses the element of a duality that is most appropriate for the
moment, such as “relax alone" versus "be energized with friends." Char-
acter, then, emerges during the moment of consumption. A complex
brand, one that has many dualities, has a multifaceted character. Thus
the same consumer may experience it in very different ways at differ-
ent times, and different consumers may experience it in the same way.
Of course, brands don't actively “choose” how to best please con-
sumers. Rather, the “choice” is a function of the salient desire of the
consumer, as if the brand reads their mind and provides the appropri-
ate satisfaction. The more complex the brand, the greater the range of
choices that a manager can communicate about that brand.

Stories and Brands | 233

mS SS

Deep character is revealed when a "choice" conflicts with a brand's
characterization. Traditional marketing communications characterized
Coca-Cola as refreshing, energizing, and social, qualities that align with
the way many consumers experience the beverage. Yet on the surface,
these characterizations also conflict with other qualities that are
equally important and appealing to frequent Coke drinkers.

. .. Characterization and character are only two parts of a brand's
story. Events constitute key moments in the life of a brand's character.
By selecting key events and portraying them in an ad, a firm provides
the framework for the story that it wants consumers to create about

the brand.

Finally, all stories have a controlling idea, which communicates the
value of the brand and a reason for that value. The controlling idea
becomes more powerful when the brand has many different kinds of
value at different times. The controlling idea behind Coke may be that
it transforms. It replenishes energy (a change in value) when a con-
sumer's energy diminishes; it rehydrates when the consumer is dehy-
drated; it relaxes and calms when the person feels tense; it makes
consumers feel more comfortable with other people; it helps people to
escape within themselves while remaining in the presence of others.
Again, these changes in value stem from the combination of the prod-
uct's qualities and consumers' immediate needs or desires.

Source: Used with permission of The Coca-Cola Company.

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Thinking Differently
and Deeply

Chapter Eleven

Growbars for Creative Thinking

The difference between creating an idea and imitating someone
else’s is the difference between a Picasso and graffiti.
The difference between a Picasso and graffiti is the difference

between disciplined imagination and vacuous thought.

= H
|| APPING INTO CONSUMERS’ unconscious thinking is only the
fl first step to designing more effective marketing communica-
tions, products, and services. Managers must also understand their own
unconscious thoughts about consumers and marketing—and think in
entirely new, interdisciplinary ways. To that end, we shift our focus from
consumers’ thinking to that of marketing professionals and managers.
Managers who want to consider new ideas or reshape their own

thinking face four challenges. Specifically, they must:

* create or identify new ideas themselves

* understand new ideas that they encounter

* critically examine those ideas

* leverage them imaginatively in their own work

Can you meet those four challenges? If so, congratulations: You
possess the curiosity, the capacity to wonder, and the willingness to mod-
ify your current mental inventory, all vital to breakthrough thinking.
Since ideas are the *coin of the marketing realm," these abilities distin-
guish exceptional managers from the merely good ones. Several mental

231

238 | Thinking Differently and Deeply

exercises can help managers kick some old habits and think in new ways.
Alone, however, they won't ensure the highest-quality thinking. Managers '
must also draw on the leading-edge knowledge from other disciplines. -

Four Assumptions

How many times have we heard that *managers must think out of the
box to excel in business today"? How often have we nodded in agree-
ment? But consider the following four propositions.

Imaginative Thought and Routine Thought Involve
the Same Cognitive Processes

Many people believe that creative thinking requires a special, almost
magical cognitive process. But little evidence supports this belief.!
Almost everyone can think more imaginatively by relying on visual
imagery and metaphor, which are central to all thought.? Indeed, we all
possess the mental tools for creative thought, even if we don’t use them
effectively. Thats not to say that everyone can think imaginatively in any
endeavor, and that we're equally creative. We aren't. People who have
accumulated many diverse experiences have the highest capacity for
creativity. Likewise, exposure to a wealth of ideas enables people to sur-
face, test, and (if useful) change their existing thought processes more
easily.

Organizational Environments Are Critical Elements
in Managers’ Creative Capacities

Organizational climates and workplace attitudes can strengthen or
hinder a marketers creative thinking. In fact, the organizational climate
within which our imaginations operate matters more than our individ-
ual imaginations. That climate largely determines whether or not we can
form, surface, and pursue creative ideas that can be put into practice
effectively. Special programs or books designed to encourage innovative
thought can’t succeed unless a company explicitly values originality. Yet
too few companies genuinely welcome creativity. It challenges the com-

Crowbars for Creative Thinking | 239 —

fort zones of established thought and threatens the security of familiar
practices. When asked whether they'd send their child to a school that
supported creative thinking to the same degree their company does, 80
percent of managers answered no. |

The good news is that companies can implement specific practices
to stimulate creative thinking among managers. For example:

.* For its internal consulting group, the J. Walter Thompson adver- —
tising agency deliberately hires people with graduate degrees in
disciplines as diverse as molecular biology, mathematics, engi-
neering, and nineteenth-century French literature. New hires
also have broad work experience ranging from investment bank-
ing and brand management to strategic planning and advertis-
ing. The crosscurrents of these perspectives enable employees to
address client issues in fresh ways. All that creativity pays big
dividends: The agency; billings doubled in less than three years
after it formed this group.

* Every month, Larry Huston, a Procter & Gamble vice president
and lead creative director, deliberately introduces his staff to at
least one new idea from nonbusiness sources to encourage unfa-
miliar perspectives on the firm's current best practices. Huston
poses a vital question whenever he introduces a new idea: "What
would change if we acted on this idea?" The question often gen-
erates useful answers. Most important, it encourages his staff to
see the world differently, open themselves to change, and con-
sider even more new ideas.

* William McComb, president of McNeil Consumer Healthcare,
periodically bans the "business as usual" ideas that crop up in
business-plan review meetings. His approach stimulates his col-
leagues to break from routine quickly when they encounter situ-

ations where “the usual" doesn't help. This quick, fresh thinking
enables these managers to find better solutions and save consid-

erable time and money.

In addition to generating breakthrough ideas, these practices engen-
der a positive climate of eager restlessness among key personnel. Accord-
ing to Vincent P. Barabba, head of Corporate Planning and Knowledge

240 | Thinking Differently and Deeply

Development at General Motors, this quality rouses managers to won-
der each day where the next opportunity to improve will emerge. It also
stimulates people to think differently and to enrich existing ideas with
new ones. Even when eager restlessness doesn’t yield a tangible out-
come, it transforms cc state of mind. People begin expecting
more, and “good enough" no longer is. |

Managers Can Find More Knowledge about Consumers
outside the Marketing Discipline

By any measure, traditional market research provides only a small
part of available knowledge about consumers. The social and biological
sciences and humanities devote appreciably more human and financial
resources to knowledge development than the marketing profession
does. Fortunately for marketers, much of the work in the nonmarketing
areas relates directly to marketing, and managers with both the curiosity
and the time to explore it can do so for free. Thus, another crowbar is
the willingness: to tour other fields and the ability to find relevance
where others see triviality.

Shared Themes Connect Highly Diverse Areas of Study

Pulitzer Prize-winning author and scientist E. O. Wilson intro-
duced the term "consilience" to describe the unity of knowledge that
connects seemingly unrelated disciplines? For example, many topics
that interest visual artists also engage neuroscientists; problems that
attract sociologists also pique linguists and evolutionary biologists; and
certain matters of theological significance captivate mathematicians
and physicists alike. Likewise, mathematical models of physical events
shed light on many sociological phenomena. Particularly exciting is that,
the more overlap among multiple disciplines, the more valuable those
disciplines become for marketing managers. Rob Scalea, chief strategy
officer at the J. Walter Thompson advertising agency, calls the applica-
tion of ideas from these overlapping fields "combination therapy," or the
orchestration of multiple but well-coordinated attacks on a problem.

To spur creative thinking, managers must dare to differ and play
constructively with ideas. They must blend knowledge from seemingly

Crowbars for Creative Thinking | —241 | |

unrelated disciplines with knowledge accumulated through market
research and their everyday professional experience. Only then can they
free themselves from conventional habits of thought.

Breaking Out of the Box

The breaking-out-of-the-box metaphor suggests freedom and escape but
ignores the reality that we inevitably break from one cubicle into another
one. Change-minded managers must become “honest cat burglars,” not
simply abandoning their ways of thinking and slinking aimlessly about
the world of ideas, but clawing different boxes, gleaning new knowl-
edge, and playing with it.

As Stephan Haeckel notes, “People in highly unpredictable environ-
ments can survive if they are skilled at invoking metaphors and experi-
ence to impose pattern on signals that make no sense in the current
context. These kinds of people excel in high-performance teams, not on
continuous improvement projects.” Box 11-1 describes one of these cre-
ative thinkers.

Even managers who value new boxes may want to return to old
ones. This recidivism sometimes makes good sense. After all, our estab-
lished ways of thought have brought us a long way. However, we tend to
flounder in familiarity and fail to venture out frequently and extensively
enough to collect worthwhile ideas. We can’t redecorate our primary
cognitive lodging. So, to escape this box, we must wander often but
acknowledge that not every expedition will prove valuable.

How to Think Creatively

How we think is more personal than what we think. Thats why most
managers spend considerable money to validate an existing idea and
even more money before changing what and how they think about it.
After observing some of the most imaginative executives, I've distilled
the following ten theories-in-use to pry us loose of conventional think-
ing when it proves ineffective.

242 | Thinking Differently and Deeply

Box 11-1

Meaning from. Apparent Noise

In the 1960s, IBM sales rep Bob Hippe became a legend by closing an
order for IBM's largest scientific computer without using the com-
pany's fabled "sales cycle" process that was drilled into all IBM sales
trainees during their first eighteen months with the firm.

When Hippe showed up at Boeing in Wichita to meet with the
company's chief engineer, he found his customer's office in turmoil.
Engineers and scientists scurried in and out of the chief engineer's

` office, shouting and waving designs, brandishing yellow pads covered
by partial differential equations. The secretary told Hippe that the chief
engineer couldn't see him that day because of a major crisis: The
mechanism for weighing airplanes had broken down, meaning that no
B-52s at Wichita could take off. (Federal regulations required that
planes be weighed before every flight.)

Without hesitation, Hippe asked the secretary for thirty minutes—
plus some string, a ruler, and a tire gauge—to show the chief engineer
another method to weigh a B-52. The secretary immediately ushered
him in. Hippe took these tools to the first B-52 on the tarmac. He
wrapped the string around one of the tire pods, used the tire gauge to
determine the pressure in each tire in the pod, calculated the average
pressure of the tires in that pod, and multiplied the pressure times the
width and length of the rectangle formed by the string. He repeated
this procedure for all the pods and totaled the results to arrive at the
bomber's weight.

Like everyone who took high school physics, Hippe knew that
weight is a force, and that force equals pressure times area. But only
Hippe applied that knowledge successfully to the challenge at hand
without state-of-the-art technology. He identified a pattern in an
abstraction learned years earlier in school and saw a new way to apply
it—during a sales call. He quickly converted apparent "noise" (seem-
ingly irrelevant information) into new, valuable meaning, an essential
information-management and marketing function.

Crowbars for Creative Thinking | 243

People like Bob Hippe can mitigate efforts fraught with uncer-
tainty. Indeed, the U.S. armed services use extensive screening
processes to identify individuals with this kind of creative aptitude.
Fighter pilots and recruits in high-performance teams can turn appar-
ent noise into meaning more usefully than other people.

Source: Courtesy of Stephan Haeckel, the IBM Corporation. See also Stephan Haeckel, “Managing
Knowledge in Adaptive Enterprises," in Charles Despres and Daniele Chauvel, eds., Knowledge Hori-

zons: The Present and Promise of Knowledge Management (New York: Butterworth-Heinemann,
2000). :

Unlike the abundance of books, twelve-step programs, and consult-
ants offering formulae for fleeing our worn cognitive hampers, these
practices result from intense, conscious effort and experimentation.

Favor restlessness over contentment.

Wonder about the cows crumpled horn.

Play with accidental data.

View conclusions as beginnings.

Get outdated.

Stop squeezing the same baby chicken.

. Nurture cool passion.

. Have the courage of your convictions, not someone elses.
. Ask generic questions.

. Avoid premature dismissal.

OC ONDAUAWN YE

—
©

Set any initial skepticism aside, but dont follow these practices
blindly. Rather, as Harvard Business School professor Max Bazerman
Suggests, evaluate each one’s appropriateness to your own situation and
adapt the rules to your own style.

Favor Restlessness Over Contentment

Contentment feels good but fosters little innovation. It doesn't moti-
vate us to adjust techniques or spot cracks in the status quo. Consider
the companies that favor restlessness over contentment.

244 | Thinking Differently and Deeply

* Motorola, for example, realized that its device designed to
allow business travelers to summon help in isolated parking.
lots or hotel corridors could benefit its employees working late
at night. If Motorola hadn't worried about its employees' safety,
then it wouldn't have applied its consumer research findings to
its internal safety concerns. Thus its eager restiveness led it to

. discover important new uses for existing technologies.

* Procter & Gamble, through metaphor-elicitation research, dis-
covered not only what consumers need in household and per-
sonal care products, but also how they want those needs met. By
developing detailed consensus maps (see chapter 7) from inter-
views with individual consumers and then finding similarities
among these maps, P&G has honed its product-development
skills and significantly increased its success in new-product
development. |

* To cultivate restlessness, a senior manager in a global electronics
and home-appliance firm occasionally asks her staff to replace
terms such as “loyalty,” “brand equity,” or “consumer need” in
business plans, memos, and other reports with alternative terms.
In their search for alternatives, managers frequently reexamine
the very meaning of the forbidden term, thereby discovering its
limitations as well as its possible new meanings. For example, in
rewriting a memo without the word “incentive” (the memos
central subject!), one manager discovered that the company’s
consumer-incentive programs had ignored intrinsic rewards, such
as shoppers’ feelings of heroism, when exploiting an incentive.

* Asenior vice president at Hallmark requires her staff to sum-
marize research by citing the single most important question
left unanswered. This policy, she believes, keeps people from
developing the false sense of security that large volumes of sta-
tistical data often engender. The strategy also enables her staff
to pose important questions without criticizing the researchers
and opens them more to the unknown, where tomorrows
answers await.

These efforts inspire managers to reexamine patterns of thought
and frequently used meanings and underlying assumptions. Without in-

Crowbars for Creative Thinking | —245

duced restlessness, Starbucks would probably never have developed the
concept of a caffeine-induced oasis that has contributed so much to the
chains growth and success.

Wonder about the Cow's Crumpled Horn

Have you ever read This Is the House That Jack Built, the story of the
cow with the crumpled horn that tossed the dog, that worried the cat,
that ate the rat, and so on? If so, you may have wondered, Who crum-
pled the cows horn? Why? How did it happen? Does the cow know
about it? Why just that one horn? How would I crumple a cows horn?
What will the cow think? Does it hurt?

Our second crowbar is a variation on these musings. The key ques-
tion is: What irregularity can we create in a standard way of thinking or
in a standard practice to wrinkle the issue at hand? Our brains are wired
to perceive irregularities and to wonder about their origins, so this ques-
tion is powerful." Managers automatically develop causal explanations
for irregularities.$ Lets face it: A crushed can (or a crumpled horn)
catches our eye more than the undamaged one next to it. Irregularities
interest us. Their mysterious past begs an explanation or the creation of
stories to answer the question, What transformed the object from one
state to another?

An irregular or aberrant datum—a high sales statistic for a particu-
lar year or a bizarre reason for enjoying Cheerios—can generate valu-
able new product ideas, advertising campaigns, and marketing-mix
strategies. For example, while examining scanner data, a Home Depot
executive noticed an unusually high response to a sales promotion in a
store that ordinarily performed like other stores in the same region.
Rather than dismiss the response as a random event, she visited the
store during the promotion and searched for clues to the aberrance. She
noticed that the featured product—a home-plumbing tool kit—was dis-
played next to certain bathroom fixtures also on sale. Further study
revealed that when both products were on sale and placed next to one
another in the store, customers snapped up significantly more of them
than when the two were displayed separately. Because noncompeting
manufacturers offered the two products, the companies coordinated
their respective sales promotions—to everyone’ benefit.

246 | Thinking Differently and Deeply

The ability to detect anomalies evolved early in our species for sur- -
vival. It allowed early hunters to spot weak or vulnerable prey and
spared them from becoming prey themselves. We still watch for anom-
alies in peoples facial expressions to detect their emotions and predict
their actions. However, managers rarely exercise this ability in con-
sumer research. Instead, they engage in the questionable practice of
discarding or discounting so-called outlier information— data that fall
outside an established pattern. Why? Because researchers consider
outlier data distracting. By deleting it, they can more easily focus on
the established pattern. Thus, they miss outlying information that
could help them design new products or attention-getting advertising
messages.

Managers must detect both anomalies and patterns. For example, Bud-
get Rent a Car analyzed its fleet diversity, the variety in its models of
rental cars. Managers and researchers alike assumed that consumers
didnt value fleet diversity At the same time, the consumer vehicle
market revealed a strong attraction to vehicle diversity. Budgets execu-
tives ignored this inconsistency until their advertising agency pointed it
out. Budget then redefined its concept of fleet diversity, and in just five
weeks, saw an uptick in sales for the first time in a decade.

Play with Accidental Data

Look at the following image. What do you see?

The answer appears at the end of this chapter. Even if you guessed
correctly, you would likely have identified the answer more quickly with
the same amount of information as above, but in the form shown in the
middle image at the end of the chapter. Both incomplete images of
the object contain the same total length of lines, that is, the same exact

1 Crowbars for Creative Thinking | 247

amount of information. But the incomplete information in the middle
version is nonaccidental, that is, it is configured in a way that favors a correct
interpretation whereas the information in the image shown earlier is acci-
dental or random. The nonaccidental form of information enables us to
close the spaces in the figure and recognize the object.

Unfortunately, consumers present data to marketers in the acciden-
tal form. That is, they haven't conveniently arranged cues about their
innermost thoughts and feelings so that managers can easily “fill in the
blanks.” When managers encounter information in accidental form,
they must ask: “How can I add new ‘lines’ or rearrange those already
there to surface new meanings from these data?” This creative thinking
requires active play with the data.

At an East Coast U.S. hospital, a staff member engaged in such
play by collecting accidental data—and finding magic medicine in it.
She noted that patients on one side of a floor were discharged earlier
than those on the opposite side, even though room assignments were
random. Staffers had observed this pattern for years. But this staff
member became curious—and playful. She searched available hospi-
tal data to explain the mysterious pattern. Her curiosity intensified
when she failed to find any explanation. She then looked beyond the
hospital. By observing the grounds outside, she discovered that the
rooms of patients with shorter hospital stays overlooked an attractive
park—while patients with longer stays overlooked an immense park-
ing lot. This observation led her to the idea of “therapeutic imaging,”
viewing appealing scenes to aid patients’ recovery. A major company
specializing in imagery explored this idea further and developed a
new business.

View Conclusions as Beginnings

Managers and researchers often think of themselves as detectives
solving “crimes”; that is, drawing conclusions about marketplace mys-
teries. This orientation offers some benefits but also has serious limi-
tations. Specifically, to formulate new questions and think outside the
box, managers must not only solve “crimes” but also commit them—
that is, create entirely new mysteries. They. must treat conclusions
as beginnings.

248 | Thinking Differently and Deeply

This attitude doesn't come naturally to everyone. Real detectives
prefer closing cases, not opening new ones, and they hate reopening
closed ones. In fact, "getting closure" has more positive connotations
than "starting over" or *back to the beginning." This propensity to con-
clude can severely damage a marketers ability to think differently.

Like young readers who wonder about the cows crumpled horn,
managers must actively seek new questions rather than answer existing
ones. Research findings—solved crimes—are great for formulating new
interrogations. For example, marketers can ask some simple preliminary
questions: |

* What additional information would make me mistrust this
conclusion?

e Am sure that this information isn't relevant to my work?
How might it apply? |

* What question (and subsequent answer) would disrupt or
corrupt these results?

* What do these findings lack or miss altogether? How should I
further interrogate the data?

* Have I questioned the results deeply enough to unearth all
their secrets?

How does this crowbar work? Suppose some new evidence suggests
that a consumer incentive program sparks repeat patronage. In such a
case, the program manager could simply continue the program. How-
ever, by treating the evidence as a starting point, that same manager
could create questions to reveal what the program is concealing.
Answers to those questions might lead to insights for generating greater
profits or better incentive plans.

This form of creative thinking can lead to significant benefits. Chris-
tine Smith, former director of marketing for Futuredontics, noticed a
lack of data in focus groups about the dental office waiting-room experi-
ence: She wondered about the data’s silence on this topic and decided to
use metaphor-elicitation interviews to explore the topic more deeply. As
it turned out, the waiting-room experience—with its scary, behind-
closed-doors noises and odors—powerfully discouraged people from
visiting their dentists. Because of the additional study, several dentists
added extra insulation to their doors and placed fresh flowers in the

Crowbars for Creative Thinking |- 249

waiting room to improve the waiting experience. The result? Patients
visited them more frequently.

Get Outdated

Children practice a principle that (to them) seems to make perfect
sense: “If it ain’t broke, then break it.” This attitude is such an intrinsic
part of being a kid that there’s probably a special gene for it. However, as
children develop, powerful socialization processes and organizational
routines convert that rule to “If it aint broke, then dont monkey with
it.” Besides, busy marketing managers usually have enough broken
things to fix in a days work. But sometimes breaking something makes
sense, like challenging a prevailing idea or overhauling an existing
process—even if that something functions adequately.

If you simply can't break something thats working fine, then con-
sider this compromise: Outdate the existing (and functional) idea or
process. That is, ask yourself, *How can I make what I currently know
and do look out of date or old-fashioned as soon as possible?" The ques-
tion focuses on making progress rather than celebrating the status quo.
It encourages insightful connections among seemingly irrelevant ideas
and current practices.

The inspiration to outdate or break a current effort sometimes
comes from unlikely sources, as the following examples illustrate.

* At Ford Motor Company, a manager responsible for a customer-
loyalty program used an article that she'd read in a doctors wait-
ing room to improve her already successful program. The article
described social bonding among nonhuman primates, a subject
that most managers might ignore. How would the loyalty pro-
gram look if it leveraged the idea about nonhuman primate
grooming? This question eventually inspired the company to
experiment with grooming concepts relative to consumer car
care. Early results suggest that consumer loyalty to Ford's vehi-
cles has begun to intensify.

* Jeffrey Hartley of the design staff at General Motors leads a simi-
lar program, which has helped the company find new ways to
get designers and consumers working together much earlier in
the vehicle-design process. See box 11-2.

250 | Thinking Differently and Deeply

Box 11-2

Getting Close to Customers
at General Motors

Dr. Jeffrey Hartley, a psychologist and manager of Brand Character
and Theme Research at General Motors, has established local panels
of customers to ensure that GM designers and marketers get to know
customers deeply through repeated, direct interactions. In us way, he
Says:

We avoid the trap of a one-way mirror in which someone else
asks our questions. [Instead] we visit with panel members on
several occasions, asking some questions that are obvious and
some that are quite relevant but have only occurred to us by our
having observed consumers’ choices over a period of a year.
These important questions and resulting insights would other-
wise have been missed if we had only brief and shallow
encounters with customers.

At first glance the goal of knowing your customers—seeing
the world through their eyes—seems daunting. After all, how
well can you see through your spouse's eyes? But through
repeated interactions between our personnel and our cus-
tomers, we build trust and understanding—not possible in focus :
groups, especially for tacit information. We don't just try to find
out what customers want; we try to impress upon them what
our world is like, and what decisions we must make. Then they
are better equipped to help us delight them.

GM has established such a panel for its Saturn Brand Character
Studio. To qualify for the panel, people participate in multiple face-to-
face interviews in which researchers explore their values and their
emotional connections with their vehicle, As it turns out, Saturn owners
have a sense of community and care greatly about the common good
and needs of others. They reflect these values in their concern for the
safety and comfort of their passengers—as important to them as their

Crowbars for Creative Thinking | -251

own safety and comfort. Saturn owners tend to have an optimistic out-
look yet realize that life also brings hardship and challenge. They are
emotionally stable, secure within themselves, and face life with a posi-
tive attitude. They are also self-confident and feel in control. They want
to lead a well-balanced, happy life.

Understanding such values and characteristics helps GM explore its
customers’ vehicle-ownership experiences more deeply. Panel mem-
bers become wellsprings of valuable insight. For example, recounts
Hartley:

We paired panel members up with Saturn design and marketing
people and sent them to the Detroit auto show to talk about
what vehicles caught their eye and why. Again, this was infor-
mal, and the dialogue [notice the use of dialogue, not interroga-
tion] was fluid and two way, with our people explaining why a
certain feature was put on a vehicle, even if it was not a GM car.
In another event, we had panel members select products which
communicated optimism (since this was a key customer and
Saturn value). Consumers discussed these images and prod-
ucts with our people one on one. Designers and marketers then
understood—directly from customers—what makes a product
seem optimistic.

The design and marketing staffs who work with panel members
become privy to Saturn customers' most emotional memories. The
more they get to know these customers by listening to their recollec-
tions, the more committed they are to serving customer needs. As one
manager explains:

It is easy to forget or ignore a meeting you had from 9:00 to
10:00 A.M. on Monday where you receive a debrief about what
your customers are like. But you can't ignore dozens of emo-
tionally saturated episodes with real people—people you know
personally and can easily picture in your mind's eye and hear in
your mind's ear. Sitting back at your desk at work, you might
: feel discomfort if you decide against what John or Elizabeth
. . would want.
(continued)

292 | Thinking Differently and Deeply

It is also interesting that different designers and managers tender
different interpretations of what panel members express, which they
explore before arriving at a common understanding. When they can't
agree, they examine the bases for the continued disagreement, and, if
possible, resolve them. This approach uses disagreement productively,
surfaces the unconscious thinking among managers, and sheds light
on how that thinking influences their interactions with consumers.

Source: Courtesy of Dr. Jeffrey Hartley, the General Motors Corporation.

i al I MIMEIC UEM EIDIMU SCA UE IU EDI PRES PSR UIT OR I ea

Stop Squeezing the Same Baby Chicken

Ideas aren't quite like diamonds: They dont last forever (although
good ones have long lives). Therefore, a manager must commit to
the process of improving ideas and practices as much as to the ideas
and practices themselves. Nancy Cox, the lead manager for creative
processes at Hallmark, addresses the underlying problem by asking this
provocative question: “Are you still squeezing the same baby chicken?”
We often become overly attached to a new idea and hold on to it
very tightly, as children do to baby chickens. Its not healthy for the
chickens.

Commitments to particular ideas often block the path to improve-
ment, because of a tendency to defend them when challenged. Thats
why face-to-face interactions between managers and consumers work
well. Such exchanges can produce forceful emotional experiences that
push managers into new modes of thinking.? Dismissing a challenge
from a colleague is easier than dismissing one from live consumers. For
example, a cross-functional management team in a sporting goods com-
pany had a preconception of a novel engineering design that it wanted
to incorporate into a new product. Some managers expressed concerns
about negative consumer reactions but were ignored. They eventually
held a prelaunch trial in which several consumers used the product for a
month. The entire team watched the personal interviews with these
consumers following the trial period. In nearly all instances, the con-
sumers reacted negatively to this particular design feature. The vivid-

Crowbars for Creative Thinking | 253

ness of consumers’ negative reactions promptly produced a significant
change. The product itself proved very successful. If the design engi-
neers on the team had committed less to the particular feature and more
to the development of an appealing product, then they’d have tested the
feature at issue much earlier and saved considerable R&D money, not to
mention launched the product sooner.

Nurture Cool Passion

Passion (or emotion) for new ideas fuels creative thinking, while

coolness (reason) harnesses its energy. Imaginative thinking integrates

both without censuring the process. A manager at Eastman Kodak

. notes, "My model for retaining an idea is simple: Only those with high

combustion quotients move forward. If an idea does not light a fire for
me, it is unlikely to do so with my colleagues."

Heat serves as an essential catalyst for burning through the box. But
managers must contain and focus that heat with a cool detachment.
Communications consultant and marketing strategist Mary Jarman call
this talent for cool passion “di-stance”: the knack of being both part of
your ideas and separate from them. Cool passion requires a delicate bal-
ance between the nurturing attitude of a parent and the dampening
mind-set of a skeptic. To practice cool passion, a manager must simulta-
neously explore the conditions under which an idea will and will not
work—and then ensure the presence of the former conditions and
absence of the latter. As Stephan Haeckel at IBM's Advanced Business
Institute suggests, creating good ideas requires “active tinkering and
occasional serious surgery” to overcome our cognitive limitations.

Have the Courage of Your Convictions

Breaking out of the box requires courage to stand alone or wade
into tomorrow's mainstream before others know where it is (or even that
it exists). Managers interested in venturing forward must prepare care-
fully, because people who haven't wet their feet will closely watch what
happens to more adventurous colleagues. There are also the inevitable
“Yeah, but” types and “door closers,” as well as the usual tribe of
pooh-poohers who feel uncomfortable around new ideas. These groups

254 | Thinking Differently and Deeply

default to the downside, revealing themselves with comments such as
"Senior management won't buy that," or "Company X tried and failed,"
or “We don't have the resources,” or “I must solve the problem this
week, not next week,” and even “It just won't work."

"Yeah, buts" crop up most frequently in unhealthy organizational
climates, those that penalize risk taking. Keep in mind that “Yeah, but"
types arent fools, which is why they succeed in discouraging others.
They point out possible obstacles that merit consideration but can con-
vince innovative thinkers that these potential obstacles are unavoidable
and insurmountable. Here lies the greatest danger of "Yeah, but" think-
ing: It oozes into the minds of people who would otherwise innovate
but lack the courage of their own convictions. It therefore stifles inno-
vation. William McComb, president of McNeil Consumer Healthcare,
deals with “Yeah, buts" by accepting them—and then challenging the
naysayers to resolve the issues raised. In this way, “Yeah, but” thinkers
gradually develop a constructive “But we could” attitude without depriv-
ing their company of their critical-thinking skills.

Ask Generic Questions

In any research effort, marketers can stimulate their own creativity
by formulating the generic question behind that effort. The generic ques-
tion is the fundamental human or social process that the research seeks
to examine. For example, generic questions about brand loyalty would
ask, “How do norms of reciprocity (beliefs that if I give you something,
then you give me something in return) contribute to enduring social
commitments by establishing patterns of exchange and mutual depend-
ence?” or “How do beliefs and expectations shape consumers’ percep-
tion of their own experiences?”

How can managers craft generic questions? Start by posing a query
like, “Why would someone in a different discipline—say, religious stud-
ies—want to read research results from a project on air fresheners or the
meaning of clean taste?" Asking this kind of question has two benefits.
First, it helps managers identify other domains of study that may relate to
marketing, like the generic issues surrounding the creation, maintenance,
and loss of community that can affect the use of computer-mediated
communication as a marketing tool. Therefore, literature on community

- Crowbars for Creative Thinking | 255

development and volunteerism could help companies design more
effective communication technologies.

Second, posing generic questions helps managers identify new ways
to apply seemingly unrelated disciplines to marketing challenges. For
example, General Mills has used insights from its generic questions to
design several breakfast-product lines that resonate with mothers’ feel-
ings about their children's life-stage transitions. When a company
attends to generic issues for one brand, it may identify important appli-
cations of those insights for several other brands as well.

As another way of asking generic questions, companies can invite
people from diverse disciplines to bring their various perspectives to
bear on a problem. Box 11-3 shows how rental car company Avis, work-
ing with Lou Carbone and Experience Engineering, Inc., did just that.

Avoid Premature Dismissal

The tendency to dismiss ideas without asking what the conse-
quences would be if they were true also causes narrow thinking. Man-
agers can avoid this pitfall by asking, "Would there be significant con-
sequences for my work if this idea or theory had substantial support?"
If the answer is yes, then it pays to assess the idea's validity and poten-
tial value. For example, when reading about new research in neuro-
Science, marketers can ask themselves, “If these findings are correct,
then what do they imply for my companys efforts to surface con-
sumers' mental models or design more effective advertising?" By ex-
ploring the pragmatic validity of a new idea, managers guard against
premature dismissal.

A major international bank looked at research concerning placebo
effects in medicine. Although the company initially dismissed the re-
search as irrelevant and unfounded, a division vice president used it as
an intellectual exercise for some managers in a knowledge-management
program: Lets act as if these ideas about placebos have valid application
for the banking industry, he proposed.

To the managers' surprise, the research could indeed have enor-
mous value if the basic findings had scientific merit and the group could
generalize the findings to banking services. The vice president then
assembled a small task force to investigate the issue further. Within

256 | Thinking Differently and Deeply

Box 11-3 EE

Customer-Experience |
Management at Avis |

Business Issue

Avis Rent A Car competes with Hertz and National with more than
2,700 locations worldwide. In the early 1990s, Avis brand loyalty
ranked third among the three car rental companies, and the company
experienced declining customer-satisfaction scores. In 1995, Avis

applied experience-management principles and techniques to its
office in Newark International Airport in New Jersey—one of the com-
pany's largest operations and a major business hub.

Implementation

A fundamental principle of experience management is for companies
to connect emotionally with their customers. This connecting starts
when a company determines customers’ most prominent emotional
needs through a wide range of observation and interview techniques.
For Avis, the process yielded surprising insights that ultimately influ-
enced the company's marketing strategy and, most important,
strengthened customer loyalty. |

Working with Experience Engineering, Avis began by studying its
customers' current rental experience, examining all aspects through
videos from stationary cameras and pinhole cameras embedded in
customers' wristwatches and clothing as they rented the cars. The
research team, comprised of a futurist, psychologist, and cultural
anthropologist, wanted to see and feel exactly what the customer did
at every stage of the rental experience; and they studied customers'
body language, voice inflection, and word choice at all critical emo-
tional junctures. The team also conducted in-depth interviews with
both customers and employees to define customers' emotional associ-
ations along the way.

Crowbarsfor Creative Thinking | 257
| BOSSA IRS AI ND INI RO oN POA
To Avis's surprise, customers’ most prominent emotional need was
to reduce the stress and anxiety associated with traveling. They cared
much less about speed of service, cleanliness of cars, or even conven-
ience. This insight became the unifying element for new clues that Avis
subsequently developed to restyle the rental experience.
For example, locating one's departure gate and flight status was a
. major source of stress. So, in the entrances of its rental car return facil-
ities, Avis installed video monitors of flight departure times and gate
numbers. Other clues included special doors to accommodate over-
sized luggage and a business center that customers could use to make
calls, send faxes, and plug in their laptops. Avis embedded several hun-
dred new clues into the rental experience, all of which helped to relieve
customers' stress and anxiety in some way.
The redesigned rental experience also included new human clues.
For example, Avis changed the roles of staff members who worked in
the company's frequent-renter express program. Over time, the growth
of this program had shifted the bulk of the company's personal contact
with top customers from counter personnel to the security guards and
roving agents who checked in cars as customers returned them. Avis
changed several aspects of the program to relieve customers' anxiety.
For example, it renamed the security guards "customer courtesy repre-
sentatives" and coached these personnel to behave and talk with cus-
tomers in ways that reduced their stress and anxiety. These courtesy
reps were told, for instance, that providing directions to a customer
was just as important, if not more important, than checking a driver's
license and verifying an assigned rental vehicle. Even these staff mem-
bers' uniforms and workstations were reconfigured to reinforce their
ability to meet that emotional need.

Results

After implementing these changes, Avis's Newark Airport office moved
from last place (in a survey of more than sixty airports) to first place in
customer satisfaction and experienced a 9 percent increase in overall
employee retention.

SET GE LT OE SE

(continued)

298 | Thinking Differently and Deeply

Management rolled out the prototype experience to other key
locations that constituted more than 65 percent of Avis's business. By
1998, Avis ranked first in the industry in customer satisfaction and loy-
alty. Additionally, in an independent study of 147 top worldwide brands
in twenty-six categories, Avis ranked first two years in a row for its abil-
ity to consistently meet customer expectations.

Ron Masini, a senior vice president who championed the experi-

- ence project, states: "The insights we gained were significant. Areas
where we had beat ourselves up for years to improve turned out not to
make any difference. A whole new set of items, many of which we'd
never have unearthed, have become key drivers in our ability to gener-
ate preference."

. Source: Used with the permission of Experience Engineering, Inc., and Avis Rent A Car.

three months, the bank had implemented several of the task forces
ideas, like the brochure that detailed why a particular service was supe-
rior to that of the banks competitors. This strategy was based on
placebo research indicating that knowledge about how a medication
works increases its efficacy. The bank saw results almost immediately.
Clients who'd received this new material reported significantly greater
satisfaction with the service than clients using the same service who
lacked the more detailed information.

Similarly managers at the Coca-Cola Companys Germany office
found that new research on memory contradicted many of their prevail-
ing assumptions about how memory works and how to design the most
effective advertising campaigns. They determined whether these find-
ings were grounded in solid research and whether the contradictions
had significant implications for their business. By applying several key
findings about memory well-grounded in scientific research, the man-
agers launched a successful marketing program in that country. Specifi-
cally, the company created more meaning and effective advertising by
understanding the reconstructive nature of memory and the various fac-
tors affecting the encoding and retrieval of memory. -

Integrating Creative-Thinking Principles

The preceding ten creative-thinking principles share certain underlying
themes that can help managers tailor the principles to their own habits
of mind. For example, several principles imply a sense of restlessness,
especially those suggesting that marketers should make their own work
out of date and view conclusions as new beginnings rather than end-
ings. To apply these principles to your own thinking, ask yourself,
"What makes me restless?" Whatever your answer is, make sure you've
got plenty of it in your work life.

The principle about the cow’s crumpled horn evokes an appreciation
of the irregular and an eye for the odd. To leverage this theme, welcome
the unexpected. Ask, "How can I better detect anomalies?” or “How do I
create anomalies?" The principles of cool passion, of being more com-
mitted to the process of generating quality ideas than to the ideas them-
selves, of seeking knowledge from other domains, and of maintaining
the courage of your convictions all share the notion of reasoned but vis-
ceral stubbornness. When you believe you are right, be stubborn and
Strong enough to tolerate those who disagree. Its much easier to be
stubborn when you possess deep knowledge of other disciplines seem-
ingly unrelated to marketing. To cultivate this quality, ask, “What ‘for-
eign’ fields are most interesting, enjoyable, and important to visit?”
Whatever these are, visit them often—and stay awhile.

The principles of asking generic questions and avoiding premature
dismissal share the theme of helping you achieve wide cognitive periph-
eral vision in your research. Widening your research lens sometimes
means you must crumple a horn or two. To apply these principles, ask
yourself, “What makes me curious and nosy to the point of being mis-
chievous?” or “What tempts me to break things that appear to be work-
ing just fine?”

Taken together, the above crowbars evoke the theme of thought con-
tagion. These principles don't exist in isolation. Rather, managers apply
them in social settings that can either help or hinder their practice. As
you saw in.some of the company examples, some firms even require
their managers to put these principles into action. The principles can
infect employees only if the environment truly values fresh thinking and

260 | Thinking Differently and Deeply f

encourages error (rather than merely tolerating it), and recognize that
knowledge flows from ignorance. |

For example, a senior vice president at Unilever allows his staff to
make decisions that are probably mistakes. When a decision does prove
to be a mistake (that is, it doesn't produce positive results), the manager
who made it visits the VP's office and expresses remorse. But the VP dis-
courages that posture and asks the manager to develop one or more les-
sons learned from the experience to share with others. He views the cost
. of the error as tuition—and a great bargain in terms of the knowledge
gained. Vincent P. Barabba at General Motors has created an inquiry
center that systematizes learning from such errors. Barabba asserts that a
failure to learn from mistakes is like paying expensive tuition but never
showing up for school.

High-quality thinking depends on an intellectual agility that remains
latent among most managers today. This latency stems in part from
restrictive work environments, an inability to engage in out-of-the-box
thinking, and lack of wisdom about where to look for alternative boxes
and what to do with their contents once they are found.

Our habits of mind— whether they generate creative or stale think-
ing—have a neurological underpinning, just as our physical movements
and systems do. Thus they usually lie beyond our awareness and may
resist testing and change. Though our normal habits of mind help us,
they also inhibit our ability to think in new ways. An example is prema-
ture dismissal, discussed earlier, which tends to occur when we ask
whether an idea is true before asking whether it is potentially important.
This predisposes us to dismiss too quickly potentially relevant and valid
ideas.

Journeys into unfamiliar areas of knowledge demand time—per-
haps the scarcest of all valued resources for many managers. Thats
because new ideas don't come prepackaged and assembled. Marketers
must figure out just where to start their journey—for example, in
anthropology? psychology? neuroscience? They also must master the
unfamiliar terminology that will help them understand and communi-
cate about the new ideas they encounter during their venturing. In addi-
tion, they need time to play with the possible applications of an intrigu-

Crowbars for Creative Thinking | 261

ing insight. Finally, they need patience to tolerate jargon and presenta-
tion styles that clearly were not created with their needs in mind. Time
is necessary to view research questions and findings through the lens of
multiple disciplines. Problems and ideas don’t belong to disciplines;
they don’t have a community membership.

To make the most out of diverse bodies of thought, managers must
define the generic question they themselves are seeking to address.
Specifically, they must ask, “What version of my research question
' would catch the attention of thinkers in the humanities, natural sci-
ences, and arts?” By answering that question, managers can then seek
out research in those disciplines that may shed important light on their
question.

For example, the quest to understand needs that consumers have
difficulty expressing evokes the generic question: “How does the mind
represent its content?” This question in turn may encourage a manager
to examine principles of art history and criticism, which could lead to
investigations into art therapy, which could in turn inspire research on
visual systems, the mind, and ultimately neuroscience. Existing knowl-
edge in these disciplines may reveal new ways that companies can help
consumers express hard-to-articulate needs. By understanding those
needs, firms can more effectively design valuable products and services
to meet them.

The managers featured in this chapter explore other disciplines in
part because they find them inherently interesting, even if those disci-
plines have no immediate connection to their daily responsibilities.
They let their minds randomly connect disparate fields of study; they
enjoy wondering about and exploring unfamiliar ideas—and then they
transform the seemingly idle curiosity into hard-core business results.
Meandering onto the playgrounds of other disciplines and playing with
their “toys” satisfies the curious mind.

In all cases, a firm’s top leaders must model commitment to these
creative-thinking principles if they hope to inspire similar commit-
ment among managers. This modeling requires a high degree of self-
confidence, the willingness to reveal one’s own lack of answers, the
courage to reveal errors in one’. thinking, and an intense, underlying
curiosity. This final dimension—curiosity—prevents confidence from
morphing into arrogance.

262 | Thinking Differently and Deeply

Answer:

Chapter Twelve

Quality Questions
Beget Quality Answers

If it weren't for questions, where would answers be?

T HE ABOVE EPIGRAPH, attributed to Gertrude Stein, reflects

G the essential role of questions in developing marketing
knowledge. Questions beget answers. They help us interpret informa-
tion that we encounter serendipitously, and they drive our search for
deeper meaning. Equally important, the sequence of the questions asked
determines the information acquired and the knowledge gained or
missed. In this way, a marketing managers questioning strategy shapes
his ultimate learning about consumers. Different strategies beget differ-
ent insights.

However, most managers focus more on answers and conclusions
than on questions and beginnings. To reengineer the mind of the mar-
ket, managers must attend equally to both processes. They must also
appreciate the interdependency of questions and their answers. Our
very framing of a question foreshadows the answer.

Which Question, Which Method?

Formulating the right research questions is both art and science—
a combination of tacit sensing and thoughtful, explicit reasoning. As

263

264 | Thinking Differently and Deeply 7,

managers craft questions, they risk posing the wrong question, leading
to what is called post-survey regret: After collecting all the data, regard-

less of the data collection method used, we often discover that we :
should have pursued a different basic question or asked important,
more focused questions. t

Even small nuances in the framing of a question can produce dif-
ferent insights—some unexpected or undesired. Consider the ques-
tion, “Of all the products and services that you've used in the past
month, which one disappointed you the most?" This query will yield
considerable insight about specific events that disappointed respon-
dents. However, it won't help marketers draw accurate, useful conclu-
sions about disappointing consumer experiences overall. To do that,
the researcher must ask something like, *How do you feel when a prod-
uct or service fails to meet your expectations?" Of course, this new
question wouldn't generate as many specific details as the earlier query.
Research questions, like the methods used to answer them, involve
trade-offs. —

Because different methods involve different question styles, the
chosen research method will influence the answers. For example,
researchers often use surveys when they want to track changes over
time, such as trends in consumer disappointment with well-established
products like computers. For an established product category, most
respondents will have had numerous satisfactory and unsatisfactory
experiences and considerable exposure to product information. Thus
theyll have plenty of background information on which to draw in
answering the survey questions.

However, if the researchers want to understand consumers' satisfac-
tory and unsatisfactory experiences in a relatively new product category,
like Internet-ready cell phones, personal interviews may yield more
than surveys.

Although open-ended survey questions may accomplish some of the
same goals as interviews, marketers can't ask people to respond to more
than a few such questions. Also, researchers can't ask follow-up ques-
tions to clarify particular comments. Indeed, surveys involving open-
ended questions are costly to code and time-consuming for respon-
dents, increasing the chance that they'll not complete the questionnaire.

‘Quality Questions Beget Quality Answers | — 265

Survey research can illuminate consumers' basic thinking about
goods and services and reveal the magnitude of a change in an existing
attitude.! Nevertheless, it won't generate information about previously
missed or new attitudes—both of which may interest marketers. Sur-
veys can provide precision, but one-on-one, in-depth personal discus-
sions (such as metaphor-elicitation interviews) produce more surprises
and nuanced responses.

Regardless of the method of questioning, the point of view used in
wording the study's questions can greatly affect the results. For example,
asking consumers about a particular brand (a commonly used question)
will often produce markedly different information than asking about
what the brand thinks of them (a more counterintuitive approach). Yet
consumers have much to say in both cases; and their thoughts and feel-
ings about what a brand (or company) thinks of them strongly influence
how they evaluate a firms offerings.

For example, when asked what they thought of the brand Mercedes,
consumers in one study responded mostly with positive answers,
such as “good styling,” “comfort,” and “good maintenance records,”
along with few negative answers. However, when the same consumers
were asked what they thought the Mercedes brand thinks of them,
many negative answers surfaced. Respondents made comments such
as, “They don’t [think of us],” “We are sheep,” “[They think] I have
money to burn,” and “[They think] I’m a child that doesn't know -
better.” Consumers’ decisions about whether to buy a Mercedes vehi-
cle emerge from the blend of both sets of judgments. If the researchers
in charge of this study had explored only the first question, they
would have missed the more negative—and equally important—
thoughts that the second question unearthed. That second question
not only added valuable information, it also suggested that the gener-
ally positive evaluation consumers provided while answering the first
question was actually fragile. Thus you should ask whether the con-
sumers other points of view are relevant. For example, when loyal
consumers of a men’s shaving gel were asked why they might stop
using the brand, entirely new insights were obtained that had been
missed when consumers were asked only why they continued to use
the brand.

266 | Thinking Differently and Deeply

Framing Effective Research Questions

The following guidelines can help you frame the basic question to
explore:

1. Determine the generic question you want to explore.

2. Determine whether the basic question should be specific to
brand, category, or problem.

3. Pose more general and more specific versions of the first ques-
tion that occurs to you.

4. Determine whether you need to know direction, velocity, or

both.

. Allow for surprises.

. Convert assumptions into questions.

. Employ a clairvoyant.

. Employ a wizard.

CO N Ov Ul

We examine these guidelines more closely in the following sections.

Determine the Generic Question You Want to Explore

When one firm set out to research the potential market for a new
. System for cleaning cars, it chose to examine consumers' generic experi-
ences with cleaning as well as their more specific, car-related experi-
ences. To explore generic experiences, the company asked broad-brush
questions, such as, “What is the meaning of washing?" and “What is the
meaning of 'clean?" By exploring consumers' generic attitudes about
"washing" and "clean," this company could identify fundamental
thoughts or emotions relevant to many contexts, including ones home
and clothing as well as ones car. Attitudes and perceptions that crop up
in diverse contexts are likely to be highly relevant to consumers and
deeply embedded in their thinking. Therefore, these same thoughts will
play an especially important role in any specific context, such as car
washing. Though the company could have explored generic attitudes in
a survey designed specifically to ask about car washing, the results

— Quality Questions Beget Quality Answers | 261

would not have revealed the basic underlying beliefs that make having a
clean car relevant in the first place.

In a similar vein, a major provider of bottled water addressed sev-
eral generic questions when planning the introduction of its brand.
These questions included discovering consumers' perceptions of the
concepts “clean,” “pure,” and "water." Such concepts have deep and
complex significance for consumers that spills into their purchase deci-
sions and their responses to marketing communications. Exploring con-
sumers' thoughts and feelings about each concept helped the company
to place bottled water within the complex system of ideas consumers
have about (for example) purity, and to create a compelling message
about the pure, clean taste of their brand of bottled water.

Firms can also gain important insights about generic concerns inex-
pensively, by examining published resources or consulting experts from
various disciplines. For instance, a company can learn much about the
generic concept “clean taste” by reviewing research on eating disorders,
the human sense of smell (closely related to taste), cultural history (how
the meanings of "clean" and *pure" have changed over time in different
societies), religious practices (in which water and purity play a promi-
nent role), and anthropology. In fact, the firm that introduced its brand
of bottled water convened a group of experts from these same fields to
formulate questions to explore with consumers in subsequent research.

Likewise, when Hallmark was developing a new division to focus
exclusively on products relating to the role of memories in consumers
lives, it commissioned an expert forum program.? The forum included
memory researchers from several disciplines who explained the way
memory actually works and helped the firm identify misperceptions
among consumers as well as themselves. The forum also helped the
company identify additional generic questions to explore in subsequent
market research.

As a final example, when managers at a European-based manufac-
turer were evaluating a radical new kitchen-appliance concept, they
asked themselves an intriguing generic question: How might the basic
idea of the heros journey (see chapter 9) play a role in the appliance-
buying experience? Initial research revealed that certain journey-like
elements influenced consumers' experiences with a particular problem

268 | Thinking Differently and Deeply

the new product was aiming to address. By exploring the essence of the
classic heros journey and seeing how it played out in consumers expe-
riences, managers were able to hone the new concept so that it promised
to satisfy more consumer needs.

Determine Whether the Key Question Should Be
Specific to Brand, Category, or Problem

It is also important to decide whether you should be asking about
the brand, the product category, or about the basic problem making the
brand and category relevant in the first place. For example, should you
be asking consumers about your brand of tooth whitener, about tooth
whiteners in general, or about how consumers experience the problem
that tooth whiteners address. All three questions may be relevant to a
specific brand, but each provides different kinds of insights. Knowing
more about the basic problem consumers experience may be helpful in
creating a new story about the brand. Knowing more about your spe-
cific brand may be helpful in understanding how consumers perceive
the brand story now and whether it should be changed. Knowing more
about the category may help in understanding brand positioning issues.

When a question is category specific rather than brand specific,
researchers should phrase the question to focus on the underlying con-
sumer need that the category seeks to satisfy. For example, if a company
wants to introduce a new system for washing cars, it might first learn
how people who wash their car at least once a month feel when their car
is dirty and what *problem" having a dirty car poses. If the company has
already developed the new system, exploring consumers' general feel-
ings about cleanliness is more useful than knowing what they think of
existing car-washing solutions.

Sometimes consumers' thoughts and feelings about a brand and its
category may be similar. For instance, consumers' perceptions of Nestlé
Crunch Bars at one time strongly resembled their perceptions of candy
bars in general. If such similarities exist, companies had better be aware
of them. The more consumers' thoughts about a specific brand and cat-
egory are aligned, the more vulnerable the brand is to competition,
because the brand has few unique qualities. On the other hand, if no

Quality Questions Beget Quality Answers | 269

other brand has these same qualities, then the brand that does embody
them will have a major strategic advantage.

If resources are limited, researchers must make a trade-off in decid-
ing whether to explore consumers’ perceptions of the brand in question
or of the larger category or even the general need or problem. Generally,
the more crowded a category is with alternative brands, the more useful
for companies to understand consumers’ experiences at the category
level or even the more basic problem level rather than brand level. This
may identify important but unleveraged thoughts and feelings.

Pose More General and More Specific Versions
of the First Question That Occurs to You

When a manager begins thinking about a particular market research
project, often a particular question will pop into his or her mind imme-
diately. Rather than proceeding with that question, the manager should
instead explore more general and specific versions of it. For example,
before proceeding to ask consumers, “What are your thoughts and feel-
ings about keeping a clean car?” the manager should rephrase the ques-
tion in more general language, such as, “What are your thoughts and
feelings about keeping the things you own clean?” He or she should
also rephrase it in more specific language, such as, “What do you enjoy
most and least about keeping your car clean?” Each version produces
somewhat different—and equally valuable—insights. Researchers must
therefore decide which version will yield the most important informa-
tion. They should view the first question that comes to mind through
the lens of alternatives framed at other levels. Although this screen may
seem obvious, researchers rarely use it; they usually debate alternative
framings of a question at the same level.

In designing a new microwave oven, Samsung Electronics followed
this guideline. The company had initially considered asking consumers,
“What is your experience when using a microwave oven?” It then devised
the more general question, “When you think about cooking in your
kitchen, what thoughts and feelings come to mind?” It also created the
more specific question, “Tell us about how you use your microwave oven
when preparing meals.” After debating the merits of all three questions,

270 | Thinking Differently and Deeply -

the company decided to use the more: general question because it
allowed for surprising results. Had it stuck with its initial question, it
would have missed valuable insights. Also, when consumers have pre-
pared for a one-on-one interview, the interviewer can more easily move
from the general to the specific than vice versa. For example, before inter-
views, Nokia has found it better to ask people to think about electronic
communication in general rather than cell phones in particular, even
when the latter is of greatest interest. Their researchers then gradually
move the discussion toward the more specific topic of cell phone use.

Similarly, the Walt Disney Company frames questions at various
levels of specificity. Initially, managers had planned to ask metaphor-
elicitation interview participants, "What does Mickey Mouse mean to
your children?" But by bracketing this question with more general and
more specific variations, they created a wide menu of inquiries, each
promising a different bundle of insights. The very process of designing
the different versions of the question helped the managers to clarify the
exact nature of the information they desired. In the end, they decided to
ask participants the more general question, "When you think or hear
about Mickey Mouse, what thoughts and feelings come to mind?" The
participants' responses yielded some surprising insights that prompted
the managers to consider new strategic directions in selling Mickey
Mouse properties. It is unlikely that the initial question would have
yielded these insights. ;

Determine Whether You Need to Know Direction, Velocity, or Both

When you're sailing into new territory, sometimes you need to
know only the direction of the wind; other times, you must figure out
the winds velocity. Sometimes you must know both. Exploring a new
concept or product through market research is akin to navigating
uncharted waters. You must decide what's most important to learn: the
attractiveness or appeal of a concept or product (the wind's direction)
or its likely unit initial sales (the winds velocity). The former is essential
for development and launch decisions; the latter, for production deci-
sions. Or, if you are certain about the important features that need to
be incorporated (the winds direction) but need to make improvements
in the product with limited resources, it then becomes necessary to pur-

Quality Questions Beget Quality Answers | 271.

sue questions that address the relative importance (wind velocity) of
these features.

Distinguishing between direction versus velocity is crucial, because
each suggests different methodologies. In one proprietary study, a Mid-
western U.S. bank used a survey to estimate the number of their existing
customers who would likely enroll in the new plan. The survey pre-
sented the concept and asked respondents to evaluate it and indicate
whether they were likely to enroll immediately. The responses were very
positive and indicated a high likelihood of enrollment among the client
segment of greatest interest. Therefore, the bank introduced the plan—
only to withdraw it eight months later after few customers enrolled. It
turned out that the precise measures of whether people liked the plan
completely missed another critical dimension of consumers needs for
savings plans. In effect, this other dimension represented the critical
direction in which consumers’ attention was focused but which the bank
had not identified. The bank made the common mistake of trying to
gather too precise data too soon. By using velocity measures to assess
direction, it gathered misleading data, and the new product failed.

The reverse can also occur. Firms have unwisely used focus groups
to estimate likely sales (velocity) when they should have been measur-
ing general attitudes (direction). Often companies need answers to
directional questions first and velocity issues later. Yet many managers
feel tempted to address both at once with the same investigation.
Although this approach sometimes works, it often doesn't, and the qual-
ity of both kinds of information is compromised.

By approaching these questions in the proper sequence, companies
can generate the most valuable data. For example, the bank that intro-
duced the new savings plan subsequently conducted a “directional”
study to correct its earlier error. Using the new data, it then implemented
a “velocity” survey involving a conjoint analysis. The insights from that
study, which was designed with a deeper understanding of consumers,
produced a newly configured savings plan that became a huge success.

Allow for Surprises

As noted earlier, most market research is confirmatory; that is, man-
agers conduct it to prove a point rather than explore an idea, thereby

212 | Thinking Differently and Deeply

forfeiting the chance to surface confirming as well as disconfirming evi-
dence. It also forces consumers to tell you that they think about whatever
you suppose they're thinking about. Consumers probably won't express rel-
evant thoughts and feelings that the manager hasn't anticipated. So how -
do you stay open to surprises? Ask interviewees whether they would
like to share any other information—something important that the sur-
vey or interview didn't address, or that they would ask in conducting the
research. For example, at the end of formal interviews about the use of
advertising research, a Shell Oil team found that participants often gave
“parting gifts" in the form of “You know, something we didn't discuss

. was. . .." The team pursued these surprises in subsequent interviews—
and generated some of the study's most significant insights.

In conducting surveys, managers can capture the value of surprising
findings by first simulating possible results. They can then select those
scenarios with the most serious consequences for them and ask, “What
else must 1 know to interpret and act on these results? Have I allowed
for discovery?” Simulating final results, even if generated randomly,
almost always results in timely changes to- the survey. The use of more
sophisticated statistical tools, together with an attitude of serious play,
can yield important surprises. For instance, by experimenting with a
new model for segmenting consumers using an existing database, one of
the leading telephone service providers in the United States discovered
that it had missed an entire market segment.

In one-on-one interviews, managers can generate vital, surprising
information by enabling consumers to use their imaginations. For
example, an interviewer could ask, “What if, by magic, you never had to
wash your car? How would you feel?” In a metaphor-elicitation project
on the “soul of Mickey Mouse,” interviewers asked participants, “Sup-
pose you were Mickey Mouse and could create just one memory for a
child. What would it be?” Questions of this nature uncover thoughts
and feelings by assisting the consumers inward look.

Convert Assumptions into Questions

You know the old saying: “It isn’t what we don’t know that gets us
into trouble; it's what we know that isn't so.” Managers face just such a

Quality Questions Beget Quality Answers | 273

predicament in letting their prior knowledge and assumptions inform
their market research. All research inevitably rests on assumptions that
inform core questions, the method selected, and the implementation.
But sometimes these assumptions are incorrect. For this reason,
researchers must identify their underlying assumptions early in the
study design and test their accuracy.

One food manufacturers experience illustrates the importance of
testing assumptions. This company’s market researchers always re-
cruited consumer participants based on the managers' usage criteria.
Their definitions of heavy and light product usage guided their re-
search for several years. However, a new VP from another firm chal-
lenged the criteria and asked consumers to describe themselves in terms
of usage. It turned out that allowing consumers to select their own
usage criteria provided more meaningful insights than when managers
applied theirs. Enough discrepancies existed between the managers’
and consumers' definitions that the composition of the self-selected
consumer groups differed markedly from those formed through the
managers' criteria. In fact, allowing consumers to define themselves as
light or heavy users of frozen foods produced more significant insights
than did research using managers' criteria. Subsequent research led to
significant extensions of its current product line as well as a new com-
munications strategy.

Employ a Clairvoyant

In designing effective survey or interview questions, managers can
also engage in an imaginative thought exercise: Suppose you had access
to a clairvoyant—someone who can see into the future and who will
answer just one question for you. This clairvoyant won't take simple
questions, such as, “Will this product succeed?" or “How many units
will it sell?” Rather, he or she answers only deeper questions, such as,
“What do consumers fear most when they use this product?” or “What
key emotions ‘converse’ with one another when consumers think about
my brand?”

A leading alcohol manufacturer used this exercise to define the core
question that it wanted to explore through market research. The com-

274 | Thinking Pia and Deeply

pany’ overall goal was to reposition one of its brands. The detis: sim-
ple question—which the clairvoyant would not address—was "What is
the best positioning for this brand?" Instead of posing this query, the
company brainstormed several more complex questions, such as: *What
do consumers consider to be an exciting taste experience?" “How does
the social setting of beverage consumption affect the definition of an
appropriate beverage choice?" *What is the role of alcohol in the overall
daily diet?" Finally, the firm decided to focus its research project on the
question, "What is the anatomy of social well-being?" By selecting this
question, the company was able to concentrate on the factors affecting
consumers' thinking and behavior, such as sharing secrets, as opposed
to gathering mere descriptions of those thoughts and behaviors in the
form of “spending time with friends." Armed with that information, it
proceeded to develop one of the most effective advertising campaigns in
the brand's history.

Employ a Wizard

A wizard is someone who can fix things that are broken. Of course,
waiting for something to be broken before consulting a wizard is a costly
strategy. A better strategy is to imagine that a particular decision has
proven ineffective and that a wizard needs to be called in. "What one
thing would a wizard most likely fix to correct this problem?" By asking
themselves this question in advance, managers can identify potential,
important knowledge deficiencies before implementing a decision.
Once these are identified, managers can assess whether they have suffi-
cient information to either (1) know that it won't occur or (2) know
how to respond to it if it does occur. If sufficient information is lacking
for these purposes, then the critical information can be gathered in
advance, lessening the likelihood that a wizard will be needed later.

What Do Data "Tell" Managers?

Before discussing whether data by themselves actually say anything, a
few words about the nature of data and answers will be helpful.

Quality Questions Beget Quality Answers | 275

What Are Data?

When asked what data are, most people respond with numeric
examples, such as age, price, frequency, correlation coefficient, and so on.
When pressed a bit further, they may make distinctions between "hard"
data and “soft” data, such as attitudes measured in a three-hundred-
person survey versus the same attitudes expressed in focus groups.

But examples are not definitions. Despite the frequency with which
the word data crops up in marketing discussions, many people have dif-
ficulty pinning down what a unit of data actually is. One way to clear
this up is to figure out what the various pieces of information that we
gather through statistics, personal observations, and other data sources
have in common. As it turns out, these pieces of information—these
data—are all stimuli that influence our thoughts, feelings, and behav-
iors. By viewing data in this way, most managers suddenly see the value
of collecting multiple kinds of data.

What Are Answers?

As stimuli, data provide the raw material for answers to market
research questions. The topic of answers is complex, and only a brief
comment is possible here. For our purposes, we can think of an answer
as a packet of learning that fills the empty "container" of a question. The
better designed the container, the more robust the answers it can hold. A
small (that is, narrow) question can never hold a large answer. Likewise,
a small answer will rattle around hollowly inside a large (that is, broad)
question. Thus the "size" of a question and its answer must correspond.

Data Say Very Little without Managers

Many managers wonder whether market research data will clearly
tell them what to do next. According to Vincent P. Barabba of General
Motors and author of Meeting of Minds, *Data don't say anything; only
people do." That is, data have meaning only to the extent that managers
or researchers bring meaning to them. Barabba has another, related
observation: *Never say 'the model says." Models only capture and

276 | Thinking Differently and Deeply

express the information defined by the model makers assumptions.

Rather than saying "The model says . . ." or "The data say . . ." managers
might better say, “According to the assumptions built into this model
...” or "given my prior experience with . . . this is what these data mean

to me." As noted neuroscientist Antonio Damasio puts it: “Whether one

likes it or not, all the contents in our minds are subjective, and the power

of science comes from its ability to verify objectively the consistency of

many individual subjectivities.”> Thats why we must bring multiple per-

spectives to bear on the same data. When people with different view-

points perceive the same or similar meanings or when they can chal-

lenge one another with regard to their differences, we can be more

confident in any given interpretation.

Contrary to popular wisdom, then, data don't speak for themselves.
Managers' interpretation of data is the meaning they extract from the
data. For example, consider the. seemingly straightforward question,
"Do significantly more women than men purchase computer hardware
on the Internet?" A company could answer this question fairly readily by
simply surveying the customers who buy hardware through the Inter-
net. The resulting numbers might be important if the firm is trying to
decide whether to advertise a new online source for computer purchases
in womens or men’s magazines. However, the definition of “significantly
more" is still largely a matter of judgment. In this case, the *data" alone
can provide answers only at the unlikely extremes; for example, women
account for 90 percent or 2 percent of all online computer purchases.
Rarely does a number by itself have meaning. It is a managers prior
experience or the consensus among a group of managers that makes a
number meaningful.

Thus the meaning of certain language in a research question is also a
matter of judgment. In fact, such judgments will strongly shape the way
managers interpret the data resulting from the question. The more
important they judge a question, the more closely they will examine the
data—and the more effort they'll expend to make sense of it. Disagree-
ments among managers about what data mean often cover up more fun-
damental disagreements about the importance of the research question.

Even when managers agree on a questions importance and the
meaning of the language used in it, they still face a daunting task in
determining the resulting datas message and conclusiveness. For exam-

Quality Questions Beget Quality Answers | 277

ple, the outcome of a conjoint analysis might reveal that consumers pre-
fer a rectangular, hard-plastic product package with a viewing strip
through which to see its contents more than a square, soft-plastic pack-
age with no viewing strip. However, these data will be meaningful only
if managers have identified the most appropriate packaging dimensions
or attributes to measure, the correct options for each dimension, the
right study participants, eliminated biases in the framing of the survey
questions, and so on. The only meaning these data are capable of com-
municating is that these particular study participants seem to prefer one
set of ideas over another—both of which were provided by the market
researchers. It very possible that the participants would have selected
an entirely different package design if the researchers had presented
them with one.

To illustrate further, an increase in store traffic during a special sale
or the average income of people applying for a mortgage at a branch
bank both seem to represent straightforward, easy-to-interpret data. Yet
by themselves, these data don't *tell" a manager whether to hold a sale,
when, and for how long, or whether to encourage or discourage more
risk taking (and just how much) in mortgage-lending practices at a par-
ticular branch. Managers can find these “answers” only by merging the
data with the tacit knowledge they have already acquired through hard-
earned experience.

How Objective Are Numbers?

As you may have gathered from the above discussion, there is nothing
more subjective than a number. The only objective aspect of a number is its
derivation (as through particular calculations). Before ever “crunching
numbers,” managers make crucial judgments about which target mar-
kets to sample, how to sample them, when to do so, what topics or
questions to explore, and which analyses to perform on the data. All of
these human judgments affect the actual results obtained.

To interpret data as objectively as possible, many managers empha-
size the need to determine statistical significance. Attending to statistical
significance is beneficial. For example, managers ascertain whether a
given finding could have cropped up randomly. After assessing statistical

278 | Thinking Differently and Deeply

significance, managers and researchers might wrongly conclude that the
data have a 95 percent likelihood of being “true” and therefore “objec-
tive.” Yet this reasoning poses a problem: Even if the results of all 100
replications of a study are identical, each iteration still repeats the bias or
error in the original study design. How can 95 (or even 100) consistent
conclusions be valid if they all contain the same design flaw? In fact, in
one famous study involving laboratory experiments where researchers
could control bias and other kinds of error, psychologists Robert Rosen-
thal and Ralph Rosnow concluded that the probability of a researchers
expectations having no effect on the people being studied was less than
0.0000001.* What a researcher thinks he might find (that is, his prior
interpretation of the data) can subtly or flagrantly influence his findings.

Once researchers collect and process: data, their assumptions and
expectations continue to shape their interpretation of findings. For
example, when asked what verbal description would most express a
purchase intent of 90 percent, two-thirds of all managers (and con-
sumers) use terms ranging from “somewhat likely” to “definitely.” But
“somewhat likely” differs significantly from “definitely.”

For instance, when a comparable group of people are asked to
assign a probability to “somewhat likely to buy,” most responses fall
fairly evenly between 30 percent and 90 percent. For “definitely will
buy,” most responses fall between 50 percent and 100 percent. These
are huge ranges. When 55 percent of a study's participants indicate they
will “definitely buy” a new product, the probability that managers
unconsciously assign to this observation (50 percent, 70 percent, etc.)
has immense significance for decisions about production levels, pricing,
sales quotas, promotion budgets, and so on.

Shaping the Meaning of a Number: Frames of Reference

The following slightly disguised example illustrates this phenomenon.
Researchers asked three groups of newspaper readers who differed only
in their geographical location to state how many hours they had spent
reading newspapers in the past seven days. Readers in region I reported
an average of 5 hours, those in region II reported about 4.3 hours, and

Quality Questions Beget Quality Answers | 279

readers in region III reported about 3.2 hours. The researchers then
gave a group of professional news personnel all three numbers and
asked them to describe the readers using consistently defined terms pro-
vided by the researchers. Each professional described each group differ-
ently and in a way that was largely consistent with his or her colleagues’
descriptions. For example, the news personnel described the readers in
the three regions as follows:

Region I: “heavy readers, dedicated, highly involved”
Region II: “moderate readers, active readers, somewhat engaged”
Region III: “disengaged, passive, somewhat involved"

Now lets see what happened when the researchers changed one
aspect of the study. In the second part of the experiment, the researchers
asked three other groups of news professionals, all comparable to the
first groups, to respond to the data but gave each group the reading-
hour number from just one of the regions. Then they asked the news
professionals to describe the readers in that region. Heres a representa-
tive list of their responses:

Region I: "active readers, interested, moderate readers, serious"

Region II: *heavy readers, highly engaged, dedicated, quite
involved"

Region III: "light readers, heavy readers, serious, dedicated"

In the absence of contrasting information from the other two regions—
that is, a frame of reference—the news professionals tended to describe
their particular reader group in similar, generally favorable ways. Their
responses contrast with the far sharper distinctions the first group of
news professionals made when they saw all three sets of results at once.

The first group of news people had a frame of reference that con-
tained contrasts. The data they saw for one region shaped their thinking
about the other regions, and different descriptors of readers in the three
regions emerged. The second group had no explicit frame of reference.
Thus they used only their prior and somewhat different expectations to
form conclusions about their reader group.

200 | Thinking Differently and Deeply

Now let's consider another widely reported example of the framing -
effect. Imagine that a rare disease has broken out in your community
and is expected to kill six hundred people. Members of the community
can select one of two programs available to deal with the threat. The
programs are described in two different ways, as shown below:

DESCRIPTION 1

* Program A would save 200 people.

* Program B would give a 33 percent probability that everyone in
the community will be saved and a 67 percent probability that
no one will be saved.

DESCRIPTION 2

* With program A, 400 of the 600 people would die.

* With program B, there would be a 33 percent probability
that no one would die and a 67 percent probability that 600
would die.

Based on these two descriptions of the programs, which plan would
you choose—A or B? Among people who see only the first description
of the two programs, the great majority choose program A. Among
those who see only the second description, the great majority choose
program B. i

However, the two different descriptions in each pair would actually
yield identical outcomes for each program. For example, in the descrip-
tions of program A, “saving 200 people” and “400 of the 600 people
would die” are two different ways of saying the same thing. Yet “saving
200 people” sounds more positive than “400 of the 600 people would
die.” Thus the way the programs are described provides a frame of refer-
ence that strongly influences peoples perceptions and choices.

Using Data as Advisors
Although data can't “tell” a manager what to do, they can at least offer

wise "advice" for judging research findings. This advisory role raises
some valuable points about the discovery process.

Quality Questions Beget Quality Answers | 281

The general process of discovery can take numerous forms. For
example, picture a painting of a bowl of fruit by an artist from the school
of realism. The meaning in the image would be relatively straightfor-
ward: You'd gaze at the painting in a rather passive way and conclude, “a
bowl of fruit.” Now picture an abstract painting consisting of shapes,
colors, and textures that relate to nothing that you've seen before. In this
case, you'd work at the meaning of image. You might even create your
own meaning: “It makes a statement about human despair.”

Much market research is of the passive, “realistic school” sort. For
instance, marketers tend to ask consumers straightforward questions—
such as “How likely are you to buy this product?"—and then draw
straightforward meaning from the answers. For simplicitys sake, assume
that we posed the above question to a large number of people from the
right target market and that most respondents indicated a purchase
probability of 0.4. We have “discovered” an answer. We might conclude
that 40 percent of the larger population would be inclined to buy the
product. Though we may not expect an exact 40 percent purchase rate,
we may have other data that also signal a positive reaction to the new
product; thus we proceed to introduce it. Later, we find that only a dis-
appointing 8 percent of the target market purchased the product.

Was the 40 percent wrong? To find out, we investigate possible ex-
planations for the disappointing sales. We learn a number of surprising
things. For example, consumers were insufficiently informed about the
product, word-of-mouth communication did not operate as we ex-
pected, consumers found the product’ price too high, a competitor
timed a special promotion to coincide with our products introduction,
shoppers couldn't find the product easily in stores, our advertising cam-
paigns didn't engage people, and so on.

Thus the actual 8 percent sales figure doesn’t necessarily mean that
the predicated 40 percent figure was either right or wrong. Rather, it
reflects our failure to play the kind of active role that understanding
"abstract art" demands. The managers in this example never consulted a
wizard; they never asked what could cause the 40 percent projection to
go wrong or what special action was needed to make it right. In short,
they failed to use their imagination.

Actions based on research results or other forms of data, at least
concerning more complex and uncertain situations, require an inventive

202 | Thinking Differently and Deeply

form of discovery. There is no 40 percent out there, orbiting like an
undiscovered planet. The 8 percent reflected the way the firm inter- -
vened in the marketplace. The estimate of 40 percent simply suggests.
that creative decisions involving pricing, distribution, and communica-
tion strategy, for example, and equally creative implementation are both
worthwhile. | ;

Creativity plays a central role in designing effective market research
questions and interpreting their answers in ways that lead to successful
marketing. The process requires a markedly different attitude and
thinking style than the more common, passive approach to data that
currently characterizes much research. Creative thinking also suggests
that managers don't unearth meaningful answers in the marketplace
simply by looking hard for them. Rather, they generate valuable answers
by asking new kinds of questions. The manager who concedes, “Okay,
we can expect 40 percent trial purchase” is thinking very differently
(and far more passively) than the one who asks, “How can we make sure
we achieve 40 percent potential or more?” This point may seem obvi-
ous. Yet in the face of a marketing failure, too many managers blame the
data rather than the way they interpreted them and the actions based on
those interpretations.

Market-research questions foreshadow the outlines of their own
. answers. Thats because no matter how broad a question is, it inevitably
restricts both managers' and consumers' attention. No matter how nar-
rowly focused a question is, it will always simultaneously exclude cer-
tain kinds of answers and overemphasize other kinds. In addition, the
framing of a question foreshadows the choice of research method; hence
framing favors certain types of answers and discourages others. Like the
research methods used to answer them, questions require trade-offs.
Managers have only so much time, money, and energy, as well as limits
on their imagination and knowledge. Not surprisingly, many managers
avoid designing creative research questions and interpreting the answers
in more thoughtful ways.

A well-designed research question can be a thing of beauty and can
open new doors onto consumers' thinking. But equally important, the
very process of developing a good question can be highly instructive

Quality Questions Beget Quality Answers | 283

. and engaging. To frame a research question effectively, managers must
carefully assess what they know and don’t know, as well as whats most
important to them and what isn't. Sometimes creating the right research
question can yield so much insight about a problem that a manager
doesn’t even need to collect further data. The act of thoughtfully fram-
ing a question can expose a hidden wellspring of assumptions, knowl-
edge, and experience that managers never realized they had. Question
your questions, and your answers will flow with abundance.

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Chapter Thirteen

Launching a New Mind-Set

Few occasions intimidate and excite us as much as beginnings.

Ga y
T |J E HAVE NOW completed our fantastic voyage. Along the

Vi y way, we've sampled knowledge from several disciplines
and met managers from around the globe who've applied crowbars to
their own thinking. Managers who ignore available knowledge or fail to
experiment imaginatively with interdisciplinary applications to their
marketing decisions risk their livelihoods, just as Captain Edward John
Smith of the Titanic did.

A New Product Launch and the Failure of a Paradigm

At noon on April 10, 1912, the new Royal Mail Steamer Titanic, flagship
of the White Star Line, launched from Southampton, England, with
great fanfare on her maiden voyage to New York. At 11:40 pM. on Sun-
day, April 14, 1912, the Titanic hit an underwater iceberg spur, causing,
as later photographic explorations would show, poorly installed rivets
to pop open. Two hours and forty minutes later, the Titanic broke in
two and sank, taking with her 1,500 lives, more than two-thirds of
those on board.

The ship was doomed in the first ten minutes following the colli-
sion.! Neither the Titanic's pumps nor its structural design could cope
with the volume and location of water taken on in those few minutes.
Many passengers had no chance to survive, since there were lifeboats for
only half of them.

285

208 | Thinking Differently and Deeply
The official inquiries established the following points: -

© The Titanic’s officers knew about the presence of icebergs in
their vicinity that Sunday evening. One of the warnings placed
icebergs within five miles of the Titanic’s path. Another referred
to “growlers,” icebergs with deceptively small surfaces and mas-

sive underbellies. The ship received the last known warning an
hour before the accident. Despite the detail and frequency of the
warnings, the crew treated them routinely.

* The ships officers knew that they'd encounter ice that evening,
yet no one arranged a meeting to discuss the warnings. The offi-

- cer of the watch issued instructions to the crew to keep “a sharp
lookout for ice." But visible icebergs weren't the issue; hidden
underwater spurs were.

* The ships officers believed that the evening weather conditions
allowed them to spot potential trouble with enough notice to
adjust course or speed in a timely way—traditional practice for
night travel in these waters. Consequently, they didn't increase
the lookout.

* Two clear precautionary actions were available; alter course or
reduce speed as night approached. Neither was chosen. The offi-
cers assumed that the ships integrity could handle the modest
consequences of a tardy response to an unexpected collision.

In short, it was business as usual on board. The captain, officers,
and crew worked according to the existing paradigm on this maiden
voyage. The officers didn't doubt that their actions constituted sound
procedure for passenger vessels in the waters in question, during the
time in question. Obviously, they were wrong.

The British Wreck Commissioners Inquiry final judgment about the
catastrophe could describe any new product launch these days:

With the knowledge of the proximity of ice which the Master had, two
courses were open to him: The one was to stand well to the southward
instead of turning up to a westerly course; the other was to reduce speed
materially as night approached. He did neither. . . . Why, then, did the
Master persevere in his course and maintain his speed? i

Launching a New Mind-set | 287

For a quarter of a century or more, the practice of liners using this
track when in the vicinity of ice at night in clear weather had been to
keep the course, to maintain the speed and to trust to a sharp lookout to
enable them to avoid the danger. This practice, it was said, had been jus-
tified by experience, no casualties having resulted from it. . . . But the
event has proved the practice to be bad.

It is, however, to be hoped that the last has been heard of the practice
and that for the future it will be abandoned for what we now know to be
more prudent and wiser measures. What was a mistake in the case of the
“Titanic” would without doubt be negligence in any similar case in the
future? |

A Lesson in Hubris

The Titanic's story, like so many of the sea, is one of courage and cow-
ardice, determination and hesitation, good luck for some and ill fortune
for many others. It is also a story about the inadequacies of conventional
wisdom, the limitations of business as usual, and managements
Achilles’ heel—a reluctance to rethink basic assumptions because of
excessive confidence in their soundness. These are the parts of the story
of interest here. The decisions made by the ships officers were the tragic
causal forces whose cumulative effect was the sinking of the Titanic, sac-
rificing many lives in the process. The iceberg, the limitations of the
pumps, poorly welded rivets, the designs that distributed incoming
water in unanticipated ways, and the pitiful supply of life boats were
merely the agents through which flawed conventional thinking wreaked
its havoc. |

Captain Smith of the Titanic and his fellow officers, like so many
managers in large and small companies around the globe today, were
following standard operating procedure: procedures whose terrible
flaws were waiting for an opportunity to assert themselves. No system
was in place that allowed for questioning the wisdom of simply doing
what other vessels did in these circumstances. The officers did what
they had done themselves in the past: maintained course and standard
speed and kept a "sharp lookout" in the dark of night for cues on the
water's surface that might suggest hidden threats below.

208 | Thinking Differently and Deeply:

This procedure assumed several things: what appeared at the sur-
face adequately represented what lay beneath; the lookout’ abilities
were reliable; and the crew could alter the ships direction and speed
fast enough after receiving a warning. Most troubling, they believed
that their existing practices were so sound and universal—despite
the uniqueness and the newness of the vessel—that they didn’t merit
reexamination.

The Titanic Effect, then, is the sinking of a company or rbn due
to managers’ unquestioned confidence in customary, surface-oriented thinking
- about consumers—as if the old paradigm sufficed for both understanding the
market and adjusting quickly to market conditions. This failure to think dif-
ferently—particularly to think deeply about business consumers and
ultimate consumers—is a failure to question the so-called conventional
wisdom. Please use this book as a guide for avoiding the Titanic Effect.
Look at the Titanic's journey as a reflection of the mind of the market,
the interactions of two sets of forces: the natural force above and
beneath the waters surface, and the human force consciously and
unconsciously guiding the decisions of the ship officers.

Managers must find ways to dive deeper and explore those sub-
merged thoughts and feelings. Today the Titanic is a metaphor of callous
thinking and blind belief. New-product failure rates expose the Titanic
Effect at work in marketing, as do the failed brands that lost their lead-
ership positions, and the celebrated firms that have undergone bank-
ruptcy. The resulting losses in consumer satisfaction and trust, share-
holder value, and jobs are among the prices paid for failing to think
differently about consumers and for failing to take the time needed to
gain a deep understanding of them.

We live in exciting times where the half-life of knowledge in the
social and biological sciences and humanities is getting shorter and
shorter. Not every field can claim, as Antonio Damasio does for neuro-
science and psychology, that it has learned more in the 1990s than in
the previous history of those fields. But every field of inquiry ranging
from literary studies to evolutionary biology has developed insights in
recent years that have substantially changed their respective landscapes.
And, as I have argued, many of these changes have enormous implica-
tions for how we think about the mind of the market—the interaction of
the conscious and unconscious mind of the consumer with that of the

Launching a New Mind-set | 289

manager. These changes suggest new beginnings in our efforts to
become customer-centric. Yet most knowledge in use in marketing
today is at best half right. Let us hope that new product and service
failure rates currently at 80 percent or more will become a thing of the
past as smarter courses of action are plotted using new insights, an
openness of mind, and a willingness to continually challenge what
is “known.”

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Notes

Preface

1. Peter Drucker, “The Next Society,” The Economist, 3 November 2001, 3.

2. Quoted in E T. McCarthy, “Who's Wearing the Trousers?" The Economist, 8 September
2001, 28.

3. Ibid.

4. See Jerome Kagan, Surprise, Uncertainty and Knowledge Structures (Cambridge, MA:
Harvard University Press, 2002); Rohit Deshpandé, ed., Using Market Knowledge (Thousand
Oaks, CA: Sage Publications, 2001).

5. For more insight on this see Jeffrey Pfeffer and Robert Sutton, The Knowing-Doing
Gap: How Smart Companies Turn Knowledge into Action (Boston, MA: Harvard Business School
Press, 2000).

6. Andy Clark, Being There: Putting Brain, Body, and World Together Again (Cambridge,
MA: MIT Press, 1997).

7. The terms used here are consistent with the two standard texts in psychology and
neuroscience: Stephen M. Kosslyn and Robin S. Rosenberg, Psychology: The Brain, the Person,
the World (Needham Heights, MA: Allyn and Bacon, 2001); and Mark E Bear, Barry W. Con-
nors, and Michael A. Paradiso, Neuroscience: Exploring the Brain (Baltimore: Williams &
Wilkins, 1996).

Chapter 1

1; Vicki G. Morwitz, Joel H. Steckel, and Alok Gupta, "When Do Purchase Intentions
Predict Sales?” working paper 97-112, Marketing Science Institute, Cambridge, MA, 1997;
see also Gerard J. Tellis and Peter N. Golder, Will and Vision: How Latecomers Grow to Dominate
Markets (New York: McGraw-Hill, 2002).

2. See, for example, Robert E Hartley, Marketing Mistakes and Successes, 8th ed. (New
York: John Wiley, 2000); Dorothy Leonard-Barton, Wellsprings of Knowledge: Building and Sus-
taining the Sources of Innovation (Boston, MA: Harvard Business School Press, 1995); Clayton
M. Christensen, The Innovators Dilemma: When New Technologies Cause Great Firms to Fail
(Boston, MA: Harvard Business School Press, 1997); G. Clotaire Rapaille, 7 Secrets of Market-
ing ina Multi-Cultural World (Provo, UT: Executive Excellence Publishing, 2001).

3. Foran explanation of this see Donald D. Hoffman, Visual Intelligence: How We Create
What We See (New York: W. W. Norton, 1998).

4. George S. Day, "Marketing and the CEO's Growth Imperative" (speech delivered to
the Marketing Science Institute, Boston, MA, 25 April 2002).

5. Antonio Damasio, "How the Brain Creates the Mind," Scientific American 12, no. 1
(2002): 4.

6. Vincent P Barabba, Meeting of the Minds: Creating the Market-Based Enterprise (Boston,
MA: Harvard Business School Press, 1995); Stephan Haeckel, The Adaptive Enterprise (Boston,

291

292 | Notes

MA: Harvard Business School Press, 2000); and Robert C. Blattberg, Gary Getz, and Jacque-
lyn S. Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets (Begon
MA: Harvard Business School Press, 2001).

7. See, for example, Chris Argyris, On Organizational Learning (Cambridge, MA: Black-
well Publishing, 1992); Chris Argyris, Flawed Advice and the Management Trap (Oxford, UK:
Oxford University Press, 2000); and Chris Argyris, Knowledge for Action: A Guide to Overcom-
ing Barriers to Organizational Change (San Francisco: Jossey-Bass, 1993).

8. Rohit Deshpandé, Using Market Knowledge (Thousand Oaks, CA: Sage WA
2001).

9. Jeffrey Pfeffer and Robert I. Sutton, The Knowing-Doing Gap: How Smart Companies
Turn Knowledge into Action (Boston, MA: Harvard Business School Press, 2000).

10. David A. Garvin, Learning in Action: A Guide to Putting the Learning Organization to
Work (Boston, MA: Harvard Business School Press, 2000); Leonard-Barton, Wellsprings of
Knowledge; and Gerard J. Tellis and Peter N. Golder, Will and Vision. l

11. For further critique in an advertising context, see William M. Weilbacher, “Point
of View: Does Advertising Cause a ‘Hierarchy of Effects?" Journal of Advertising Research,
November/December 2001, 19-26; see also Jerome Kagan, Surprise, Uncertainty, and Mental
Structures (Cambridge, MA: Harvard University Press, 2002).

` 12. George Lowenstein, "The Creative Destruction of Decision Research,” Journal of Con-
sumer Research 28, no. 3 (December 2001): 499—505. See also Daniel Wegner, The Illusion of
Conscious Will (Cambridge, MA: Harvard University Press, 2002).

13. Antonio Damasio, Descartes' Error: Emotion, Reason, and the Human Brain (New York:
G. P. Putnam, 1994), chapter 1; Jon Elster, Alchemies of the Mind: Rationality and the Emotions
(Cambridge, UK: Cambridge University Press, 1999).

14. A common mistake is to assume that because a decision is not well reasoned or
“rational” it must be “irrational” and somehow flawed and wrong. As mentioned in this books
preface, I am a member of Harvard University’s Mind/Brain/Behavior Initiative, a group of
thirty-five faculty from all areas of the university whose mandate is to explore important issues
from a multidisciplinary perspective. Not long ago we devoted an entire year to the study of
(ir)rationality. One lesson that emerged is that the observer's way of seeing things—that is, the
managers or researcher's viewpoint—is not a particularly reliable lens for judging the “reason-
ableness" of another persons thoughts and actions. When managers or researchers claim con-
sumers are irrational, they are saying more about their own system of thought than they are
about the consumers’. Indeed, they are admitting that they do not have a deep understanding
of consumers. Another lesson was that “rationality” is most usefully judged in terms of
whether the consequences of a particular behavior are helpful or harmful. This includes the
consequences for the consumer as well as others affected by the consumers actions. Con-
sumers may make decisions that are harmful to themselves and others, which hardly seems
rational or reasonable. But perhaps these harmful consequences are offset by other “benefits”
not visible using conventional research methods; to know this requires a deep understanding
of consumers. By digging more deeply and understanding the connections among the many
things that influence consumers, marketers and policy makers can be more effective in help-
ing consumers make decisions in more constructive ways with more constructive outcomes.

15. For an account of this famous case and the larger point it illustrates, see Damasio,
Descartes’ Error, chapter 1.

16. Ibid. For three additional sources on the role of emotion in active decision making,
see Antonio Damasio, The Feeling of What Happens: Body and Emotion in the Making of Con-
sciousness (New York: Harcourt Brace, 1999); Joseph P. Forgas, ed., Feeling and Thinking: The
Role of Affect in Social Cognition (Cambridge, UK: Cambridge University Press, 2001), espe-
cially chapter 1; and Mary Frances Luce, James R. Bettman, and John W. Payne, Emotional
Decisions: Tradeoff Difficulty and Coping in Consumer Choice (Chicago, IL: University of Chicago
Press, 2001).

Notes | 293

7. Scott Robinettte and Claire Brand, Emotion Marketing: The Hallmark Way of Winning
Customers for Life (New York: McGraw Hill, 2001); and Bernd Schmitt and Alex Simonson,
Marheting Aesthetics: The Strategic Management of Brands, Identity, and Image (New York: Free
Press, 1997). Both books argue the need to start thinking more deeply and carefully about
emotions.

18. William Ian Miller, The Anatomy of Disgust (Boston, MA: Harvard University Press,
1997).

19. Jerome Kagan, Surprise, Uncertainty, and Mental Structures.

20. Lowenstein, "The Creative Destruction of Decision Research," 503.

21. Joseph LeDoux, The Emotional Brain: The Mysterious Underpinnings of Emotional Life
(New York: Simon and Schuster, 1996).

22. See Damasio, The Feeling of What Happens, for a discussion of the unconscious nature
of emotions and the distinction between emotions and feelings.

23. Andy Clark, Being There: Putting Brain, Body, and World Together Again (Cambridge,
MA: MIT Press, 1997); Joseph LeDoux, Synaptic Self: How Our Brain Becomes Who We Are
_ (New York: Viking Press, 2002), 13-32.

24. See the special issue of the American Journal of Public Health 87, no. 9 (September
1997); see also various volumes of Body and Society published by Sage Publications, Thou-
sand Oaks, CA.

25. See, for example, Philip Lieberman, Human Language and Our Reptilian Brain (Cam-
bridge, MA: Harvard University Press, 2002); William C. Stokoe, Language in Hand: Why Sign
Came Before Speech (Washington, DC: Gallaudet University Press, 2001); and Jim Hopkins,
"Evolution, Consciousness and the Internality of the Mind," in Evolution and the Human Mind:
Modularity, Language and Meta-Cognition, eds. Peter Carruthers and Andrew Chamberlain,
(Cambridge, UK: Cambridge University Press, 2000), 276-298.

26. Leonard L. Berry, Lewis P. Carbone, and Stephan H. Haeckel, "Managing the Total
Customer Experience," Sloan Management Review 43, no. 3 (Spring 2002): 85-89.

27. Jerome L. Singer, "Imagination," in Encyclopedia of Creativity, vol. 2 (New York: Acad-
emic Press, 1999), 13-25.

28. Emily Eakin, “Penetrating the Mind by Metaphor,” New York Times, 23 February
2002.

Chapter 2

1. For a general introduction, see The Scientific American Book of the Brain (New York:
Lyons Press, 1999); and Rita Carter, Mapping the Mind (Berkeley, CA: University of California
Press, 1998).

2. See, for example, Daniel C. Dennett, “Making Tools for Thinking,” 17-30, Robert A.
Wilson, “The Mind Beyond Itself,” 31-52, and Led Cosmides and John Tooby, “Consider the
Source: The Evolution of Adaptations for Decoupling and Metarepresentation," 53-116, in
Metarepresentations: A Multidisciplinary Perspective, ed. Dan Sperber (New York: Oxford Uni-
versity Press, 2002); Evitar Zerubavel, Social Mindscapes: An Invitation to Cognitive Sociology
(Cambridge, MA: Harvard University Press, 1997); Kay Kaufman Shelemay and Sarah Coak-
ley, eds., Pain and Its Transformations: The Interface of Biology and Culture (Cambridge, MA:
Harvard University Press, in press).

3. Peter R. Huttenlocher, Neural Plasticity: The Effects of Environment on the Development
of the Cerebral Cortex (Cambridge, MA: Harvard University Press, 2002).

4. Michael Tomasello, The Cultural Origins of Human Cognition (Cambridge, MA: Har-
vard University Press, 1999), 3-4. See also Richard Lewontin, Human Diversity (New York:
American Scientific Library, 1995). Readers have varying beliefs about human evolution.
There are many variations of evolutionary and creationist positions and each has difficulty
answering certain questions. While this book favors various explanations, the basic ideas are
valid even if one prefers a creationist view to account for them.

294 | Notes

5. Shira P. White, New Ideas About New Ideas (New York: Perseus Publishing, 2002).

6. For further comment on this see William M. Reddy, The Navigation of Feeling: A
Frameworh for the History of Emotions (Cambridge, UK: Cambridge University Press, 2001).

7. Anne Harrington, "Getting Under the Skin; working paper, Harvard University,
Cambridge, MA, 2001.

8. See Cosmides and Tooby, "Consider the Source," especially 72; ped Papineau, "The
Evolution of Knowledge," in Carruthers and Chamberlain, Evolution and the Human Mind.

9. See Max Bazerman, Judgment in Managerial Decision Mahing, 4th ed. (New York: John
Wiley, 1998); and John C. Mowen, Judgment Calls: High-Stakes Decisions in a Risky World (New
York: Simon and Schuster, 1993). Several relevant essays can be found in Colin Eden and
J.-C. Spender, eds., Managerial and Organizational Cognition: Theory, Methods and Research
(Thousand Oaks, CA: Sage Publications, 1998).

10. Gerald Edelman and Giulio Tononi, *Reentry and the Dynamic Core: Neural Corre-
lates of Conscious Experience," in Neural Correlates of Consciousness: Empirical and Conceptual
Questions, ed. Thomas Metzinger (Cambridge, MA: MIT Press, 2000), 121—138; Antonio
Damasio, The Feeling of What Happens: Body and Emotion in the Making of Consciousness (New
York: Harcourt Brace, 2000); Antonio Damasio, Descartes’ Error: Emotion, Reason, and the
Human Brain (New York: G. P. Putnam, 1994).
= ]l. S. M. Kosslyn, M. C. Segar, J. Pani, and L. A. Hillger, “When Is Imagery Used? A
Diary Study,” Journal of Mental Imagery-14 (1990): 131—152.

12. See, for example, William Benzon, Beethoven’s Anvil: Music in Mind and Culture (New
York: Basic Books, 2001), especially chapters 2-4, 23-92.

13. Stephen Pinker, The Language Instinct (New York: Harper Collins, 1994); Philip
Lieberman, Human Language and Our Reptilian Brain: The Subcortical Bases of Speech, Syntax,
and Thought (Cambridge, MA: Harvard University Press, 2000).

14. See the essays in Albert Galaburda and Stephen M. Kosslyn, Languages of the Brain
(Cambridge, MA: Harvard University Press, 2002); Leonard M. Shlain, Art and Physics: Paral-
lel Visions in Space, Time, and Light (New York: William Morrow, 1991); Jim Hopkins, *Evolu-
tion, Consciousness and the Internality of the Mind,” in Carruthers and Chamberlain, Evolu-
tion and the Human Mind, 276—298; Jerome Kagan, Surprise, Uncertainty, and Mental Structures
(Cambridge, MA: Harvard University Press, 2002); and Marc D. Hauser, Wild Minds: What
Animals Really Think (New York: Henry Holt, 2000).

15. Jonathan H. Turner, On the Origins of Human Emotions: A Sociological Inquiry into the
Evolution of Human Affect (Stanford, CA: Stanford University Press, 2000), 109.

16. Stephen Kosslyn, Image and Brain: The Resolution of the Imagery Debate (Cambridge,
MA: MIT Press, 1994); Harlan Lane, When the Mind Hears: A History of the Deaf (New York:
Random House, 1989).

17. Gerald Edelman, Bright Air, Brilliant Fire: On the Matter of the Mind (New York: Basic
Books, 1992), 108; see also Dan Sperber, *Metarepresentations in an Evolutionary Perspec-
tive," in Sperber, Metarepresentations, chapter 5, 117—137, esp. 121.

18. Pinker, Language Instinct, 56-58.

19. Dan Sperber, Explaining Culture: A Naturalistic Approach (Oxford, UK: Blackwell Pub-
lishing, 1996).

20. For examples of ZMET collages see Emily Eakin, “Penetrating the Mind by Meta-
phor,” New York Times, 23 February 2002; Gardiner Morse, “Hidden Minds: A Conversation
with Gerald Zaltman, Harvard Business Review (June 2002); Jamie Seaton, “Stateside,” Market-
ing Business, June 2002; Sandra Yin, American Demographics, November 2001, Daniel Pink,
“Metaphor Marketing,” Fast Company, April-May 1998.

21. See, for example, Jeffrey Pittam, Voice in Social Interaction: An Interdisciplinary
Approach (Thousand Oaks, CA: Sage Publications, 1994); Lane, When the Mind Hears; and
James V. Wertsch, Voices of the Mind: A Sociocultural Approach to Mediated Action (Cambridge,
MA: Harvard University Press, 1991). i

Notes | 295

22. Edward T. Hall, The Silent Language (New York: Fawcett World Library, 1961).

23. Robin Dunbar, Grooming, Gossip, and the Evolution of Language (Cambridge, MA: Har-
vard University Press, 1996); Pinker, Language Instinct.

24. George Lakoff and Mark Johnson, Philosophy in the Flesh: The Embodied Mind and Its
Challenge to Western Thought (New York: Basic Books, 1999).

25. Raymond W. Gibbs, Jr., “Categorization and Metaphor Understanding," Psychological
Review 99, no. 3 (1992).

26. G. Bottini, R. Corcoran, R. Sterzi, E. Paulesu, P. Schenone, P. Scarpa, R. S. J. Frack-
owiak, and C. D. Frith, "The Role of the Right Hemisphere in the Interpretation of Figurative
Aspects of Language: A Positive Emission Tomography Activation Study," Brain 117 (1994):
1241-53, The authors suggest that, using PET scans, cerebral activations during metaphor
comprehension activate several areas of the right hemisphere (as well as the left). In the right
hemisphere this includes the right middle temporal gyrus. Although not much is known
about this area, it appears to be active during complex information processing tasks such as
those involved in appreciating metaphor. The precuneous is also activated. No one under-
- stands it well, although some evidence suggests that it may affect the functioning of long-term
memory, which processes metaphors. There may be a significant basic relationship between
metaphor, categorization, and memory processes: Metaphors may reflect conceptualizations
of experiences in long-term memory, and knowledge may be structured as metaphorical asso-
ciations in long-term memory. The frontal lobe, especially right prefrontal cortex, is also acti-
vated during metaphor processing (the same area on the left is activated when processing lit-
eral language). This suggests that retrieval of information (experiences) from episodic
memory may be important: Retrieval from episodic memory helps determine whether the
sentence is meaningful even if literally untrue, that is, a denotative violation. Activity in the
right frontal lobe area (prefrontal cortex and the frontal eye field) have been associated with
mental imagery, which may also be essential for metaphor comprehension.

27. Arthur I. Miller, Insights of Genius: Imagery and Creativity in Science and Art (Cam-
bridge, MA: MIT Press, 2000).

28. Alvin I. Goldman, Epistemology and Cognition (Cambridge, MA: Harvard University
Press, 1986), 247-249.

29. Mark Johnson, The Body in the Mind: The Bodily Basis of Meaning, Imagination and Rea-
son (Chicago: University of Chicago Press, 1987), ix.

30. Miller, Insights of Genius.

31. An excellent source for researchers is Lynne Cameron and Graham Low, eds.,
Researching and Applying Metaphor (Cambridge, UK: Cambridge University Press, 1999).

32. Joyce L. Ingram, “The Role of Figurative Language in Psychology: A Methodological
Examination,” Metaphor and Symbolic Activity 9, no. 4 (1994): 271-288, Richard R. Kopp,
Metaphor Therapy: Using Client-Generated Metaphors in Psychotherapy (New York: Brunner/
Mazel, 1995); and Judy Weiser, PhotoTherapy Techniques: Exploring the Secrets of Personal Snap-
shots and Family Albums (San Francisco: Jossey-Bass, 1993).

33. Marcel Danesi, “Thinking Is Seeing: Visual Metaphors and the Nature of Abstract
Thought,” Semiotica 80, no. 3-4 (1990): 221-237; Johnson, The Body in the Mind; Lawrence
E. Marks, “On Perceptual Metaphors,” Metaphor and Symbolic Activity 11, no. 1 (1996):
39-66.

34. See Pia Lindell, Leif Melin, Henrik J. Gahmberg, Anders Hellqvist, and Anders
Melander, "Stability and Change in a Strategists Thinking," in Eden and Spender, Managerial
and Organizational Cognition, chapter 5, 77-92; Narakesari Narayandas and Gerald Zaltman,
“The Human Element in Marketing Strategy: A Look at the Creative and Subjective Side,”
note 598-105 (Boston: Harvard Business School, 1999); and John C. Mowen, Judgment Calls,
especially chapter 9, 211—238.

35. Paul L. Harris, "Understanding Emotion," in The Handbook of Emotions, eds. Michael
Lewis and Jeannette M. Haviland (New York: Guilford Press, 1993), 237-246; Aaron Ben-Ze'ev,

296 | Notes

The Subtlety of Emotions (Cambridge, MA: MIT Press, 2000); Joseph LeDoux, The Emotional
Brain: The Mysterious Underpinnings of Emotional Life (New York: Simon and Schuster, 1996);
and Alice M. Isen, "Positive Affect and Decision Making," in Lewis and Haviland; Handbooh of
Emotion (New York: Guilford Press, 1993).

36. Turner, On the Origins of Human Emotion, 59. Italics added.

37. Damasio, Descartes' Error, xiii.

38. Ben-Ze'ev, The Subtlety of Emotions.

39. Daniel M. Wegner, The Illusion of Conscious Will (Cambridge, MA: MIT Press, 2002);
Lakoff and Johnson, Philosophy in the Flesh; Damasio, The Feeling of What Happens; Edelman
and Tononi, “Reentry and the Dynamic Core”; Bernard J. Baars, A Cognitive Theory of Con-
sciousness (New York: Cambridge University Press, 1988); LeDoux, The Emotional Brain;
Searle, The Rediscovery of the Mind; and Walter J. Freeman, How Brains Make Up Their Mind
(New York: Columbia University Press, 2000), 13-36.

40. LeDoux, The Emotional Brain, 29-39.

41. Ibid., 32:

42. Josef Perner, Understanding the Representational Mind (Cambridge, MA: MIT Press,
1991); Elijah Millgram, Practical Induction (Cambridge, MA: Harvard University Press, 1997);
and the essays in George R. Lockhead and James R. Pomeranz, eds., The Perception of Structure
(Washington, DC: American Psychological Association, 1991).

43. Kagan, Surprise, Uncertainty, and Knowledge Structures.

44. Robert A. Wilson, “The Mind Beyond Itself,” in Sperber, i; 31-52;
Scott Atran, “Folk Biology and the Anthropology of Science: Cognitive Universals and
Cultural Particulars,” Behavioral and Brain Sciences 21 (1998), 547—569; Zerubavel, Social
Mindscapes.

45. Glenn L. nian and Jerry C. Olson, “Mapping Consumers’ Mental Models with
ZMET,” Psychology & Marketing 19, no. 6 (June 2002): 477-502; Giep Franzen and Margot
Bouwman, The Mental World of Brands: Mind, Memory and Brand Success (Oxfordshire, UK:
World Advertising Research Center, 2001).

46. See Christensen and Olson, *Mapping Consumers' Mental Models with ZMET."

47. Elizabeth E Loftus, Eyewitness Testimony (Cambridge, MA: Harvard University Press,
1979). For a general introduction, see The Scientific American Booh of the Brain (New York:
Lyons Press, 1999); and Rita Carter, Mapping the Mind (Berkeley, CA: University of California
Press, 1998).

Chapter 3

1. This important point is made by several treatments of consciousness such as those
cited in endnote 3. See also the several essays in Robert E. Bornstein and Than S. Pittman,
eds., Perception without Awareness (New York: Guilford Press, 1992); Michael Leyton, Symme-
try, Causality, Mind (Cambridge, MA: MIT Press, 1992); Jerome Kagan, Surprise, Uncertainty,
and Mental Structures (Cambridge: MA: Harvard University Press, 2002); and Paul R.
Lawrence and Nitan Nohria, Driven: How Human Nature Shapes Our Choices (Boston, MA:
Harvard Business School Press, 2002).

2. Doris-Louise Haineault and Jean-Yves Roy, Unconscious for Sale: Advertising, Psycho-
analysis, and the Public (Minneapolis: University of Minnesota Press, 1993); Dennis Rook, ed.,
Brands, Consumers, Symbols, and Research (Thousand Oaks, CA: Sage Publications, 1999).

3. See the essays in Tetsuro Matsuzawa, ed., Primate Origins of Human Cognition and
Behavior (Tokyo: Springer-Verlag, 2001).

4. Edward O. Wilson, In Search of Nature (Washington, DC: Island Press, 1996).

5. Henry Plotkin, Evolution in Mind: An Introduction to Evolutionary Psychology (Cam-
brídge, MA: Harvard University Press, 1997); Marc D. Hauser, Wild Minds: What Animals
‘Really Think (New York: Henry Holt, 2000).

Notes | 297

6. Joseph LeDoux, The Emotional Brain: The Mysterious Underpinnings of Emotional Life
(New York: Simon and Schuster, 1996); Matsuzawa, Primate Origins of Human Cognition.

7. Janet Wilde Astington, The Childs Discovery of the Mind (Cambridge, MA: Harvard
University Press, 1994), 27.

8. Astington, The Child’s Discovery of the Mind, chapter 4.

9. Robert Nozick, personal communication, April 1998.

10. See, for example, Merlin Donald, Origins of the Modern Mind: Three Stages in the Evolu-
tion of Culture and Cognition (Cambridge, MA: Harvard University Press, 1991); Robin Dun-
bar, Grooming, Gossip, and the Evolution of Language (Cambridge, MA: Harvard University
Press, 1996); and Plotkin, Evolution in Mind.

11. See, for example, Robert Kegan, In Over Our Heads: The Mental Demands of Modern
Life (Cambridge, MA: Harvard University Press, 1994); Jerome H. Barkow, Leda Cosmides,
and John Tooby, The Adapted Mind: Evolutionary Psychology and the Generation of Culture (New
York: Oxford University Press, 1992); Plotkin, Evolution in Mind; Adam Kuper, The Chosen
Primate: Human Nature and Cultural Diversity (Cambridge, MA: Harvard University Press,
1994), especially chapter 4; and S. L. Hurley, Consciousness in Action (Cambridge, MA: Har-
vard University Press, 1998).

12. Patricia Hawkins, personal communication with author, November 2001, based on
QUEST research.

13. Gerald Edelman, Bright Air, Brilliant Fire: On the Matter of the Mind (New York: Basic
Books, 1992); George Lakoff and Mark Johnson, Philosophy in the Flesh: The Embodied Mind
and Its Challenge to Western Thought (New York: Basic Books, 1999); John Bostock, The Neural
Energy Constant: A Study of the Bases of Consciousness (London: Allen and Unwin, 1931); Pascal
Boyer, Religion Explained: The Evolutionary Origins of Religious Thought (New York: Perseus
Books, 2001).

14. John R. Searle, The Construction of Social Reality (New York: Free Press, 1996); John
R. Searle, The Rediscovery of the Mind (Cambridge, MA: MIT Press, 1992). An exception to this
point is made by Gerald M. Edelman in The Remembered Present: A Biological Theory of Con-
sciousness (New York: Basic Books, 1989), 207.

15. Lakoff and Johnson, Philosophy in the Flesh; Steven Pinker, How the Mind Works (New
York: W. W. Norton, 1997); and LeDoux, The Emotional Brain.

16. John Haugeland, Having Thought: Essays in the Metaphysics of Mind (Cambridge, MA:
Harvard University Press, 1998), 159-160.

17. Gerald M. Edelman.and Giulio Tononi, A Universe of Consciousness: How Matter
Becomes Imagination (New York: Basic Books, 2000), 33.

18. J. Allan Hobson, Consciousness (New York: Scientific American Library, 1999), 26.

19. Edelman and Tononi, A Universe of Consciousness, 176.

20. Hobson, Consciousness, 218.

21. Daniel Wegner, The Illusion of Conscious Will (Cambridge, MA: MIT Press, 2002),
145.

22. See Bornstein and Pittman, Perception without Awareness.

23. For a helpful commentary on managers reliance on notions of rationality, sce
Lawrence and Nohria, Driven.

24. Antoine Bechara, Hannah Damasio, Daniel Tranel, and Antonio Damasio, "Deciding
Advantageously Before Knowing the Advantageous Strategy," Science 275 (February 1997),
1293-1295; Antoine Bechara, Daniel Tranel, Hannah Damasio, Ralph Adolphs, C. Rockland,
and Antonio Damasio, “Double Dissociation of Conditioning and Declarative Knowledge Rel-

ative to the Amygdala and Hippocampus in Humans," Science 269 (1995): 1115-1118.

25. An interesting study conducted by Frank Tong and his colleagues provides further
evidence. They presented to one eye of their subjects a picture of a house and to the other eye
a picture of a face. This produces what is known as binocular rivalry. The subject sees the

208 | Notes

face, for example, and after a while he sees the house. This continues back and forth, first
one, then the other object. Seldom do people report seeing both with one superimposed on
the other. Using functional magnetic imaging techniques (fMRI), the researchers were able to `
see the brain activations accompanying the two alternative perceptual states. Interestingly, the
brain areas representing houses (or faces) were activated before the subjects reported the
switch from one image to the other. Frank Tong, James T. Vaughan, and Nancy Kanwisher,
“Binocular Rivalry and Visual Awareness in Human Extrastriate Cortex,” Neuron 21 (1998):
753-749.

26. Rita Carter, Mapping the Mind (Berkeley, CA: University of California, Press, 1998),
especially chapter 7; Kagan, Surprise, Uncertainty, and Mental Structures.

27. Andy Clark, Being There (Cambridge, MA: MIT Press, 1997); Daniel Dennett, Kinds of
Minds (New York: Basic Books, 1996); Walter Freeman, How Brains Make Up Their Mind (Lon-
don: Weiderfeld and Nicholson, 1999).

28. Robert Nozick, Invariances: The Structure of the Objective World (Cambridge, MA: Har-
vard University Press, 2001), especially chapter 14; Hobson, Consciousness, especially chapter
: 9; Edelman and Tononi, A Universe of Consciousness; David J. Chalmers, The Conscious Mind: In
Search of a Fundamental Theory (Oxford, UK: Oxford University Press, 1996); Wallace Chafe,
Discourse, Consciousness, and Time: The Flow and Displacement of Conscious Experiences in
Speaking and Writing (Chicago, IL: University of Chicago Press, 1994), especially 35-39; Janet
Metcalfe and Arthur P. Shimamura, eds., Metacognition: Knowing about Knowing (Cambridge,
MA: MIT Press, 1995); and Bernard J. Baars, A Cognitive Theory of Consciousness (Cambridge,
UK: Cambridge University Press, 1988).

29. See various essays in these three sources: Matsuzawa, Primate Origins of Human Cog-
nition and Behavior; Peter Carruthers and Andrew Chamberlain, eds., Evolution and the Human
Mind: Modularity, Language, and MetaCognition (Cambridge, UK: Cambridge University Press,
2000); and Lawrence and Nohria, Driven.

30. Physical and social contexts are critical in shaping behavior. See, for example, Jerry
Fodor, The Mind Doesn't Work That Way: The Scope and Limits of Computational Psychology
(Cambridge, MA: MIT Press, 2000); Leslie Brothers, Friday’s Footprint: How Society Shapes the
Human Mind (New York: Oxford University Press, 1997); and Jonathan Turner, On the Origins
of Human Emotions: A Sociological Inquiry into the Evolution of Human Affect (Stanford, CA:
Stanford University Press, 2000).

31. Andrew E Leuchter, “Changes in Brain Function of Depressed Subjects During Treat-
ment with Placebo,” American Journal of Psychiatry 159 (2002): 122-129; see also Helen S.
Mayberg, Arturo Silva, Seven K. Brannan, Janet L. Tekell, Roderick K. Mahurin, Scott McGin-
nis, and Paul Jerbek, “The Functional Neuroanatomy of the Placebo Effect,” American Journal
of Psychiatry 159 (2002): 728-737.

32. V. S. Ramachandran and Sandra Blakeslee, Phantoms in the Brain: Probing the Mysteries
of the Human Mind (New York: Morrow Press, 1998).

33. Ibid., 52-53.

34. Ibid., 53.

35. Ibid., 227-228. For other accounts devoted to the same conclusion, see lan Stewart
and Jack Cohen, Figments of Reality: The Evolution of the Curious Mind (Cambridge, UK: Cam-
bridge University Press, 1997); and Donald D. Hoffman, Visual Intelligence: How We Create
What We See (New York: W. W. Norton, 1998).

36. John Dowling, Creating Mind: How the Brain Works (New York: W. W. Norton, 1998),
119-120.

37. Psychologist Hermann von Helmholtz has used the term "unconscious inferences"
for explaining this phenomenon.

38. Fodor, The Mind Doesn't Work That Way.

39. Daniel Simons and Christopher Chabris, “Gorillas in Our Midst: Sustained Inatten-
tional Blindness for Dynamic Events,” Perception 28 (1999): 1059-1074.

Notes | 299

Chapter 4

1. No method is above criticism. For example, Jerome Kagan, the Daniel and Amy
Starch Research Professor of Psychology at Harvard University, is critical of questionnaire data
in ways that apply to marketing, including their inability to reveal tacit or unconscious
knowledge. (See Jerome Kagan, Surprise, Uncertainty, and Mental Structures [Cambridge, MA:
Harvard University Press, 2002].) Still, surveys remain an important mainstay of market
research, and there is constant investigation on improving the method. For a critique of
methods requiring consumer recall, see Dennis Rook, “Projective Methods Reconsidered,”
working paper, University of Southern California, Los Angeles, 2002.

2. An example involving one of the more commonly used techniques can be found in
Paul E. Green and V. Srinivasan, “Conjoint Analysis in Marketing: New Developments with
Implications for Research and Practice,” Journal of Marketing 54 (October 1990): 2-19.

3. Gerald Zaltman, “Rethinking Market Research: Putting People Back In,” Journal of
Marketing Research 34 (November 1997): 424-437.

4. The title for this section is taken from Emily Eakin, “Penetrating the Mind by
Metaphor,” New York Times, 23 February 2002.

5. Gerald M. Edelman and Giulio Tononi, A Universe of Consciousness: How Matter
Becomes Imagination (New York: Basic Books, 2000), 176.

6. See, for example, Jerome B. Kernan, “More Than a Rat, Less Than God, Staying
Alive,” and Dennis W. Rook, “Four Questions about Consumer Motivation Research,” in The
Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, eds. S.
Ratneshwar, David Glen Mick, and Cynthia Huffman (New York: Routledge, 2000).

7. Excellent sources about using metaphor to surface unconscious thoughts as well as
influence conscious thoughts and actual behavior include the following books, several of
which are cited throughout this book, listed alphabetically by author: Lynne Cameron and
Graham Low, eds., Researching and Applying Metaphor (Cambridge, UK: Cambridge University
Press, 1999); Gemma Corradi Fiumara, The Metaphoric Process: Connections between Language
and Life (New York: Routledge, 1995); Raymond W. Gibbs, Jr., The Poetics of Mind: Figurative
Thoughts, Language, and Understanding (Cambridge, UK: Cambridge University Press, 1994);
Richard R. Kopp, Metaphor Therapy: Using Client-Generated Metaphors in Psychotherapy (New
York: Brunner/Mazel, 1995); George Lakoff and Mark Johnson, Philosophy in the Flesh: The
Embodied Mind and Its Challenge to Western Thought (New York: Basic Books, 1999); George
Lakoff and Mark Johnson, Metaphors We Live By (Chicago, IL: University of Chicago Press,
1980); Jeffery Scott Mio and Albert N. Katz, eds., Metaphor: Implications and Applications
(Mahwah, NJ: Lawrence Erlbaum, 1996); Linda E. Olds, Metaphors of Interrelatedness: Toward
a Systems Theory of Psychology (Albany, NY: State University of New York Press, 1992),
Andrew Ortony, ed., Metaphor and Thought, 2d ed. (Cambridge, UK: Cambridge University
Press, 1993); Paul C. Rosenblatt, Metaphors of Family Systems Theory: Toward New Construc-
tions (New York: Guilford Press, 1994); and Ellen Y. Siegelman, Metaphor and Meaning in Psy-
chotherapy (New York: Guilford Press, 1990).

8. See, for example, the special issue of Metaphor and Symbol: Models of Figurative Lan-
guage 16 (2001): 141-333 (Rachel Biora, guest ed.).

9. Lakoff and Johnson, Philosophy in the Flesh.

10. See Sam Glucksberg, Deanna Ann Manfredi, and Matthew S. McGlone, “Metaphor
Comprehension: How Metaphors Create New Categories,” 327—350; and Raymond W. Gibbs,
Jr., “How Language Reflects the Embodied Nature of Creative Cognition,” in Creative Thought:
An Investigation of Conceptual Structures and Processes, eds. Thomas B. Ward, Steven M. Smith,
and Jyotsna Vaid (Washington, DC: American Psychological Association, 1997), 351-374.

11. This position is quite important and can be found explained in various ways and lev-
els. Recall that we are treating metaphor broadly as a family including similes, analogies, alle-
gories, proverbs, and the like. For a good introduction, see C. Burgess and C. Chiarello,

B.C.U."M. EMINESCU" IAȘI

300 | Notes

“Neurocognitive Mechanisms Underlying Metaphor Comprehension and Other Figurative
Language,” Metaphor and Symbolic Activity 11 (1996): 67-84. See also Rachel Giora, Fran
Zaidel, Nachum Soroker, Gila Batori, and Asa Kasher, “Differential Effects of Right- and Left-
Hemisphere Damage on Understanding Sarcasm and Metaphor,” Metaphor and Symbol 15
(2000): 63-84; Skye McDonald, “Neuropsychological Studies of Sarcasm,” Metaphor and
Symbol 15 (2000): 85-98; Ellen Winner, H. Brownell, E Happe, A. Blum, and D. Pincus, “Dis-
tinguishing Lies from Jokes: Theory of Mind Deficits and Discourse Interpretation in Right
Hemisphere Brain Damaged Patients,” Brain and Language 36 (1998): 580—591; K. Fedemeier
and M. Kutas, “Right Words and Left Words: Electrophysiological Evidence for Hemispheric
Differences in Meaning Processing,” Cognitive Brain Research 8 (1999): 373-392; and M. J.
Beeman, E. M. Bowden, and M. A. Gernsbacher, “Right and Left Hemisphere Cooperation for
Drawing Predictive and Coherence Inferences During Normal Story Comprehension,” Brain
and Language 71 (2000): 310-336.

12. Kevin Keller, Strategic Brand Management: Building, Measuring, and Managing Brand
Equity (Upper Saddle River, NJ: Prentice Hall, 1998). Further accounts can be found in
Daniel Pink, “Metaphor Marketing,” Fast Company, April 1998; Sandra Yin, “The Power of
Images,” American Demographics, November 2001, 32-33; Ronald B. Lieber, “Storytelling: A
New Way to Get Close to Your Customer,” Fortune, 3 February 1997, 102-108; Gwendolyn
Catchings-Castello, "The ZMET Alternative," Marketing Research, Summer 2000, 6-12; Emily
Eakin, "Penetrating the Mind by Metaphor"; John Grant, After Image: Mind-Altering Marheting
(London: Harper Collins, 2002); and Jonathan E. Schoreder, Visual Consumption (New York:
Routledge, 2002). — |

13. Richard E. Cytowic, Synesthesia: A Union of the Senses, 2d ed. (Cambridge, MA: MIT
Press, 2002), 276.

14. Robin Coulter and Gerald Zaltman, “The Power of Metaphor,” in The Why of Con-
sumption: Contemporary. Perspectives on Consumer Motives, Goals, and Desires, eds. S. Ratnesh-
war, David Glen Mick, and Cynthia Huffman (New York: Routledge, 2001), 259—281.

15. Pink, "Metaphor Marketing," 78.

16. Pink, "Metaphor Marketing."

17. Cytowic, Synesthesia.

18. Antonio R. Damasio, Descartes’ Error: Emotion, Reason, and the Human Brain (New
York: G. P. Putnam, 1994), xiii.

19. Lakoff and Johnson, Philosophy in the Flesh, 43.

20. Christopher Collins, The Poetics of the Minds Eye: Literature and the Psychology of
Imagination (Philadelphia, PA: University of Pennsylvania Press, 1991); Sik Hung Ng and
James ]. Bradac, Power in Language: Verbal Communication and Social Influence (Thousand
Oaks, CA: Sage Publications, 1993), 136-141.

21. Andrew Goatly, The Language of Metaphors (London: Routledge, 1997).

22. There are several interesting accounts of this reflecting different perspectives. See, for
example, Terrence W, Deacon, The Symbolic Species: The Co-evolution of Language and the Brain
(New York: W. W. Norton, 1997); Leslie Brothers, Fridays Footprint: How Society Shapes the
Human Mind (Oxford, UK: Oxford University Press, 1997); Adam Kuper, The Chosen Primate:
Human Nature and Cultural Diversity (Cambridge, MA: Harvard University Press, 1994); Mer-
lin Donald, Origins of the Modern Mind: Three Stages in the Evolution of Culture and Cognition
(Cambridge, MA: Harvard University Press, 1991); Robert Boyd and Joan B. Silk, How
Humans Evolved, 2d ed. (New York: W. W. Norton, 2000); and Daniel McNeill, The Face: A
Natural History (Boston, MA: Little, Brown, 1998).

23. W. J. T. Mitchell, Picture Theory: Essays on Verbal and Visual Representation (Chicago,
IL: University of Chicago Press, 1994).

24. Coulter and Zaltman, “The Power of Metaphor”; Robin Coulter, Keith Coulter, and
Gerald Zaltman, *In Their Own Words: Consumers' Attitudes Toward Advertising," Journal of
Advertising (December 2001), 1-21. P

Notes | 301

25. Stephen Cole, personal communication, March 2002.

26. Francisco J. Varela, Evan Thompson, and Elenor Rosch; The Embodied Mind (Cam-
bridge, MA: MIT Press 1992); see also references in endnote 7.

27. A.J. Soyland, Psychology as Metaphor (Thousand Oaks, CA: Sage Publications, 1994).

Chapter 4 Appendix

1. A very good general source of guidance can be found in Thomas Reynolds and Jerry
C. Olson, Understanding Consumer Decision Making: The Means-End Approach to Marketing and
Advertising Strategy (Mahwah, NJ: Lawrence Erlbaum, 2001). A source that is still more spe-
cific to metaphor is “Thirteen Lucky Tips for ZMET Interviewing,” occasional paper no. 3,
Olson Zaltman Associates, State College, PA, 2002, revised ed. See also Judy Wieser, Pho-
totherapy Techniques: Exploring the Secrets of Personal Snapshots and Family Albums (San Fran-
cisco: Jossey-Bass, 1993). :

2. Altering the frame introduces a "hiccup" that surfaces yet other ideas. The bases for
this can be found in Meyer Schapiro, Theory and Philosophy of Art: Style, Artists, and Society,
Selected Papers (New York: George Braziller, 1994), especially chapter 1, 1-33; W. J. T.
Mitchell, Picture Theory: Essays on Verbal and Visual Representation (Chicago, IL: University of
Chicago Press, 1994); Rudolf Arnheim, The Power of the Center: A Study of Composition in the
Visual Arts (Berkeley, CA: University of California Press, 1988).

3. For more information on this issue, see Weiser, Phototherapy Techniques; John Willats,
Art and Representation: New Principles in the Analysis of Pictures (Princeton, NJ: Princeton Uni-
versity Press, 1997); and Rudolf Arnheim, Art and Visual Perception: A Psychology of the Cre-
ative Eye (Berkeley, CA: University of California Press, 1974).

4. For further guidance on this issue see Shay Sayre, Qualitative Methods for Marhetplace
Research (Thousand Oaks, CA: Sage Publications, 2001).

Chapter 5

1. Philip M. Merikle and Meredyth Daneman, “Conscious vs. Unconscious Perception,”
in The New Cognitive Neurosciences, 2d ed., ed. Michael S. Gazzaniga (Cambridge, MA: MIT
Press, 2000), 1295-1304.

2. Vicki G. Morwitz, Joel H. Steckel, and Alok Gupta, “When Do Purchase Intentions
Predict Sales?” working paper 97-112, Marketing Science Institute, Cambridge, MA, 1997; sce
especially Jerome Kagan, Surprise, Uncertainty, and Mental Structures (Cambridge, MA: Harvard
University Press, 2002) 181. Also see Joseph LeDoux, The Emotional Brain (New York: Simon
and Schuster, 1996), especially chapters 1-3 for a detailed explanation of why verbal self-
report measures are often inconsistent with actual behavior and frequently incomplete con-
cerning important drivers of customer behavior.

3. J. A. Bargh, M. Chen, and L. Burrows, “Automaticity of Social Behavior: Direct
Effects of Trait Constructs and Stereotype Activation on Action,” Journal of Personality and
Social Psychology 71 (1996): 230-244.

4. C. N. Macrae and L. Johnston, “Help, | Need Somebody: Automatic Action and Inac-
tion," Social Cognition 16 (1998): 400-417.

5. A. Dijksterhuis et al., "Seeing One Thing and Doing Another: Contrast Effects in
Automatic Behavior," Journal of Personality & Social Psychology 75 (1998): 862-871.

6. D. Maison, A. G. Greenwald, and R. Bruin, "The Implicit Association Test as a Mea-
sure of Implicit Consumer Attitudes," Polish Psychological Bulletin 32, no. 1 (2001).

7. For more information on this study, see Kathryn A. Braun and Gerald Zaltman,
“When What Consumers Say Isn't What They Do: The Case of Ethnocentrism” (Austin, TX:
Proceedings of the Association for Consumer Research, 2002).

8. Fred Mast and Nancy Puccinelli, “Mood and Implicit Associations with Brands,”
unpublished data, Mind of the Market Laboratory, Harvard Business School, Boston, MA, 2001.

302 | Notes

9. Steven M. Kosslyn and Robin S. Rosenberg, Psychology: The Brain, the Person, the
World (Boston, MA: Allyn and Bacon, 2001), 686.

10. An excellent resource is Roberto Cabeza and Alan Kingstone, eds., Handbook of Func-
tional Neuroimaging of Cognition (Cambridge, MA; MIT Press, 2001); see also Peter R. Hutten-
locher, Neural Plasticity: The Effects of Environment on the Development of the Cerebral Cortex
(Cambridge, MA: Harvard University Press, 2002), 68-87.

11. See “Neuroimaging as a Marketing Tool,” U.S. Patent Number 6,099,319, patent for
the use of neuroimaging techniques in marketing, held by Stephen M. Kosslyn and Gerald
Zaltman; see also “Metaphor Elicitation Technique with Physiological Function Monitoring,”
U.S. Patent Number 6,315,569 B1, patent for the use of physiological measures in market
research, held by Gerald Zaltman.

12. William R. Uttal, The New Phrenology: The Limits of Localizing Cognitive Processes in the
Brain (Cambridge, MA: MIT Press, 2001).

13. Stephen L. Crites, Jr., and Shelley N. Aikman-Eckenrode, “Making Inferences Con-
cerning Physiological Responses: A Reply to Rossiter, Silbesteing, Harris, and Nield,” Journal
of Advertising Research 41 (March/April 2001): 23-25.

14. See, for example, Robert Morais, “The End of Focus Groups,” in Quirk’s Marketing
Research Review (May 2001): 154; and “Advertising” column by Vanessa O'Connell, Wall
Street Journal, 27 November 2000.

15. Quoted in Kirsten D. Sandberg, “Focus on the Benefits,” Harvard Management Com-
munication Letter (April 2002): 4.

16. See Thomas L. Greenbaum, The Handbook for Focus Group Research, 2d ed. (Thou-
sand Oaks, CA: Sage Publications, 1998); and Bonnie Goebert with Herman M. Rosenthal,
Beyond Listening: Learning the Secret Language of Focus Groups (New York: John Wiley, 2002).
See also endnote 17.

17. Perhaps the most constructive treatment of focus groups to help researchers and
managers that use this method is Edward E Fern, Advanced Focus Group Research (Thousand
Oaks, CA: Sage Publications, 2001). Another very helpful source is Hy Mariampolski, Quali-
tative Market Research: A Comprehensive Guide (Thousand Oaks, CA: Sage Publications,
2001).

18. A widely cited reference about focus groups is Edward Fern’ classic article, “The Use
of Focus Groups for Idea Generation: The Effects of Group Size, Group Type, Acquaintance-
ship and the Moderator on Response Quantity and Quality,” Journal of Marketing Research 19
(1982): 1-13. Ferns reservations have the same force and validity today that they did in
1982.

19. Valerie Janesick, “The Dance of Qualitative Research Design,” in Handbook of Qualita-
tive Research, eds. Norman K. Denzin and Yvonna S. Lincoln (Thousand Oaks, CA: Sage Pub-
lications, 1994),

20. Herbert Rubin and Irene Rubin, Qualitative Interviewing: The Art of Hearing Data
(Thousand Oaks, CA: Sage Publications, 1995).

21. Steven Taylor and Robert Bogdan, Introduction to Qualitative Research Methods, 3d ed.
(New York: John Wiley, 1998), 115.

22. Robert B. Brandom, Making It Explicit: Reasoning, Representing, and Discursive Commit-
ment (Cambridge, MA: Harvard University Press, 1994); and Jordan B. Petersen, The Architec-
ture of Belief (London: Routledge, 1999).

23. Robin Dunbar, Grooming, Gossip, and the Evolution of Language (Cambridge, MA: Har-
vard University Press, 1996), 121.

24. Morais, “The End of Focus Groups.”

25. Mark L. Knapp, Gerald R. Miller, and Kelly Fudge, eds., Handbook of Interpersonal
Communication, 2d ed. (Thousand Oaks, CA: Sage Publications, 1994).

26. Timur Kuran, Private Truths, Public Lies: The Social Consequences of Preference Falsifica-
tion (Cambridge, MA: Harvard University Press, 1995).

Notes | 303

27. John Hauser and Abbie Griffin, “The Voice of the Customer,” working paper 92-106,
Marketing Science Institute, Cambridge, MA, 1993.

28. A related nonproprietary study can be found in Peter R. Dickson and Alan G.
Sawyer, "The Price Knowledge and Search of Supermarket Shoppers," Journal of Marketing 54
(july 1990): 42-53.

29. Iam indebted to Vincent P. Barabba for bringing this example to my attention.

30. Robin Coulter, Gerald Zaltman, and Keith Coulter, “Interpreting Consumer Percep-
tions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique,” Journal
of Advertising 30 (December 2001); 1-21; Gene Weingarten, “Below the Beltway,” Washington
Post, 14 April 2002; Douglas Rushkoff, Coercion: Why We Listen to What “They” Say (New
York: Riverhead Books, 1999); and Robin Coulter and Gerald Zaltman, “The Meaning of Mar-
. keting,” working paper, University of Connecticut, Storrs, 1995.

31. The Zaltman Metaphor Elicitation Technique, employed by Olson Zaltman Associ-
ates and its licensees, is a patented research method, U.S. Patent Number 5,436,830.

32. Because these stories can be quite upsetting to the participants and on occasion to
the interviewer, interviewers are trained in various ways of handling these situations. Most
experienced interviewers develop a personal variant of one of these options that works well
for them.

33, The usual assurances of anonymity are provided, of course, and when it applies,
consumers are advised that other people may observe portions of the interview through a
one-way mirror.

34. Raymond A. Bauer, “The Limits of Persuasion,” Harvard Business Review, Septem-
ber-October 1958, 107.

35. Indeed, even under the extreme conditions used in famous brainwashing examples
involving members of particular sects and war prisoners, the effectiveness of these techniques
is varied, sometimes succeeding and sometimes not.

Chapter 6

1. See Mary Frances Luce, James R. Bettman, and John W. Payne, Emotional Decisions:
Tradeoff Difficulty and Coping in Consumer Choice (Chicago, IL: University of Chicago Press,
2001); and S. Ratneshwar, David Glen Mick, and Cynthia Huggman, eds., The Why of Con-
sumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires (New York: Rout-
ledge, 2001).

2. For more on this see Walter J. Freeman, How Brains Make Up Their Minds (New York:
Columbia University Press, 2000), especially chapter 2, 13-36.

3. See Daniel C. Dennett, Kinds of Minds: Toward an Understanding of Consciousness,
(New York: Basic Books, 1996), especially chapter 1, 1-18, and chapter 6, 119-152.

4. Freeman, How Brains Make Up Their Mind, chapter 3; Jerome Kagan, Surprise, Uncer-
tainty, and Mental Structures (Cambridge, MA: Harvard University Press, 2002).

5. Clayton M. Christensen, The Innovators Dilemma: When New Technologies Cause Great
Firms to Fail (Boston, MA: Harvard Business School Press, 1997).

6. Freeman, How Brains Make Up Their Mind, 16; excellent accounts of this issue can
also be found in James W. Barrow, ed., Self-Analysis: Critical Inquiries, Personal Vision (Hins-
dale, NJ: Analytic Press, 1993).

7. See, for example, Kevin J. Chancy and Robert S. Shulman, Marketing Myths That Are
Killing Business: The Cure for Death Wish Marketing (New York: McGraw Hill, 1994); and Vin-
cent P. Barabba, Meeting of Minds (Boston, MA: Harvard Business School Press, 1995).

8. Freeman, How Brains Make Up Their Mind; Philip Lieverman, Human Language and
Our Reptilian Brain: The Subcortical Bases of Speech, Syntax, and Thought (Cambridge, MA: Har-
vard University Press, 2000), 1-18.

9. Jesse J. Prinz, Furnishing the Mind: Concepts and Their Perceptual Basis (Cambridge,
MA: MIT Press, 2002).

304 | Notes

10. Jerome Kagan, Three Seductive Ideas (Cambridge, MA: Harvard iid Press,
1998).

11. Jerry Fodor, The Mind Doesn't Work That Way: The Scope and Limits of Computational
Psychology (Cambridge, MA: MIT Press, 2000).

12. Kagan, Three Seductive Ideas, 35.

13. Daniel Miller, A Theory of Shopping (Ithaca, NY: Cornell University Press, 1998.

14. Peter Huttenlocher, Neural Plasticity: The Effects of Environment on the Development of
the Cerebral Cortex (Cambridge, MA: Harvard University Press, 2002); Susan Engel, Context Is
Everything: The Nature of Memory (New York: W. H. Freeman, 1999); Robert A. Wilson, "The
Mind Beyond Itself," in Metarepresentation: A Multidisciplinary Perspective, ed. Dan Sperber
(Oxford, UK: Oxford University Press, 2000), 31—52; Alexandra Maryanski and Jonathan H.
Turner, The Social Cage: Human Nature and the Evolution of Society (Stanford, CA: Stanford Uni-
versity Press, 1992); Judith Rich Harris, The Nurture Assumption: Why Children Turn Out the
Way They Do (New York: Free Press, 1998); Leslie Brothers, Fridays Footprint: How Society
Shapes the Human Mind (Oxford, UK: Oxford University Press, 1997); Richard Lewontin, The
Triple Helix: Gene, Organism, and Environment (Cambridge, MA: Harvard University Press,
2000); Shelley E. Taylor and Rena L. Repetti, *Health Psychology: What Is an Unhealthy
Environment and How Does It Get Under the Skin?" Annual Review of Psychology 48 (1997):
411-447; and Andy Clark, Being There: Putting Brain, Body, and World Together Again (Cam-
bridge, MA: MIT Press, 1997).

15. Emily Eakin, "Penetrating the Mind et Metaphor, " New Yorh Times, 23 February
2002.

16. Several diverse accounts can be found in the following: Pascal Boyer, The Naturalness
of Religious Ideas: A Cognitive Theory of Religion (Berkeley, CA: University of California Press,
1999); Jan Klein and Naoyuki Takahata, Where Do We Come From? (New York: Springer-
Verlag, 2002), especially chapter 12, 371-379; Dan Sperber, Explaining Culture: A Naturalistic
Approach (Oxford, UK: Blackwell Publishers, 1996).

17. Adapted from Donald E. Brown, Human Universals (New York: McGraw-Hill, 1991),
157-201.

18. See Kagan, Three Seductive Ideas, chapter 1.

19, Kay Kaufman Shelemay, Soundscapes: Exploring Music in a Changing World (New York:
W. W. Norton, 2001).

20. John Hauser and Abbie Griffin, “The Voice of the Customer,” working paper 92-106,
Marketing Science Institute, Cambridge, MA, 1993.

21. For example, others report that laddering studies, a special way of interviewing, are
able to capture—after eighteen to twenty-two one-on-one interviews—all of the ideas that
will be provided by a hundred more such interviews. What is noteworthy about the
metaphor-elicitation interviews is that between five and eight interviews are required to iden-
tify all the relevant ideas that a larger group would reveal. In one validation study, for exam-
ple, between four and six participants, selected at random from the completed data files, were
required to identify all the relevant constructs in a consensus map based on eighty-one inter-
views. In other validation studies, the number of participants required to identify relevant
constructs has varied between three and seven. This does not mean that only this many peo-
ple should be interviewed. A larger number of people provide more insight into the many
nuances and rich language of thought that surround each construct and associations between
constructs. However, for a given group, interviewing more than fifteen to twenty consumers,
depending on the topic, will not likely produce significant additional insights.

Chapter 7

1. See John Hauser and Abbie Griffin, “The Voice of the Customer,” working paper 92-
106, Marketing Science Institute, Cambridge, MA, 1993; Thomas Reynolds and Jerry C.
Olson, Understanding Consumer Decision Making: The Means-End Approach to Marketing and

Notes | 305

Advertising Strategy (Mahwah, NJ: Lawrence Erlbaum, 2001); Gerald Zaltman and Robin
Coulter, “Seeing the Voice of the Customer: Metaphor-based Advertising Research,” Journal of
Advertising Research 35, no. 4 July-August 1995): 35-51.

2. This holds across topics that vary in level of abstraction, substantive issues, and cul-
tural boundaries. For example, in validation studies where more than a hundred people were
interviewed, on average only about five consumer data files selected at random are required
to generate all constructs included in the complete consensus map generated by the larger set
of interviewees. To obtain the same relationships among the constructs as shown in the con-
sensus map developed with the large consumer pool, only eight representative consumers are
. needed. Other sources of validation included in these studies, which ranged across different

cooperating firms and different topics, involved large-scale surveys involving thousands of
consumers, the results of certain proprietary techniques, and focus group studies on the same
! topics. Still other evidence is provided by research on the use of experts, which shows that
only about three experts who do not know each other are needed to identify the relevant
issues in a problem areas. See R. T. Clemen and R. L. Winkler, “Limits for the Precision and
Value of Information from Dependent Sources,” Operations Research 33, no. 4 (1985): 427-
442; and Donald G. Morrison and David C. Schmittlein, “How Many Forecasters Do You
Really Have? Mahalanobis Provides the Intuition for the Surprising Clemen and Winkler
Result," Operations Research 39, no. 3 (1991): 519-523. The experience of the National In-
stitutes of Health with their Consensus Development Boards also provides support for the
idea that a few people with expertise (and each consumer is the leading expert on his or her
own thinking) can identify procedures that are appropriate for a large population of medical
practitioners to follow most of the time. The NIH Consensus Development Boards follow an
intensive procedure not unlike ones consumers participate in as part of the ZMET interviews.

3. Peter R. Huttonlocher, Neural Plasticity: The Effects of Environment on the Development
of the Cerebral Cortex (Cambridge, MA: Harvard University Press, 2002); See David Perkins,
Outsmarting IQ: The Emerging Science of Learnable Intelligence (New York: Free Press, 1995);
Gerald Edelman, Bright Air, Brilliant Fire: On the Matter of the Mind (New York: Basic Books,
1992); Jerome Kagan, Three Seductive Ideas (Cambridge, MA: Harvard University Press,
1998), especially chapter 2, 83-150; and Michael Tomasello, The Cultural Origins of Human
Cognition (Cambridge, MA: Harvard University Press, 1999).

4. An important reminder: The phrase “mind of the market" does not refer to some
actual entity like the Magna Carta, It is instead the emergent product of how consumers and
managers interact, like the way a sports fan emerges from the interplay of a team, the fan's
own reactions to that team, and what the team does (or fails to do) to cultivate those reactions.

5. Gerald Edelman and Giulio Tononi, A Universe of Consciousness: How Matter Becomes
Imagination (New York: Basic Books, 2000), especially chapter 10, 113-124; and Edelman,
Bright Air, Brilliant Fire, especially chapter 9, 81-110.

Chapter 8

l. Elizabeth E Loftus and Katherine Ketchum, Myth of Repressed Memory: False Memo-
ries and Allegations of Sexual Abuse Witness for the Defense (New York: St. Martins Griffin,
1996); and Elizabeth E Loftus, Eyewitness Testimony (Cambridge, MA: Harvard University
Press, 1996).

2. Daniel L. Schacter, Searching for Memory: The Brain, the Mind, and the Past (New York:
Basic Books, 1996), 308.

3. Daniel L. Schacter, ed., Memory Distortion: How Minds, Brains, and Societies Recon-
struct the Past (Cambridge MA: Harvard University Press, 1995), 22. See also Susan Engel,
Context Is Everything: The Nature of Memory (New York: W. H. Freeman, 1999).

4, Jeffrey Prager, Presenting the Past: Psychoanalysis and the Sociology of Misremembering
(Cambridge, MA: Harvard University Press, 1998). This book is highly recommended as an
account of the role of memory in merging the self, society, and culture.

306 | Notes

5. Ibid., 82.

6. Kathryn A. Braun and Gerald Zaltman, "Backwards Framing: A Theory of Memory’s
Reconstruction,” working paper 98-109, Marketing Science Institute, Cambridge, MA. :

7. Interestingly, while addressing the topic of memory reconstruction, two other
researchers have found that asking consumers certain hypothétical questions in advance of a
purchase decision has an unconscious impact, one that is beyond their awareness, on their
choices and that this impact is difficult to counteract. See Gavan J. Fitzsimons and Baba Shiv, .
“Nonconscious and Contaminative Effects of Hypothetical Questions on Subsequent Deci-
sion Making," Journal of Consumer Research 28 (September 2001): 224—238.

8. Bob Snyder, Music and Memory: An Introduction (Cambridge, MA: MIT Press, 2000),
107.
9. Daniel L. Schacter and Tim Curran, “Memory without Remembering and Remem-
bering without Memory: Implicit and False Memories,” in The New Cognitive Neurosciences, 2d
ed., ed. Michael S. Gazzaniga (Cambridge, MA: MIT Press, 2000), 829-844.

: 10. See, for instance, the first three “sins” in Daniel L. Schacter, The Seven Sins of Memory:
How the Mind Forgets and Remembers (Boston, MA: Houghton Mifflin, 2001).

11. Roger C. Schank, Tell Me a Story: A New Look at Real and Artificial Memory (New York:
Scribners, 1990).

12. Two excellent sources on memory ae smell are Frank R. Schols and Robert G.
Crowder, eds., Memory for Odors (Mahwah, NJ: Lawrence Erlbaum, 1995); and Truygg
Engen, Odor Sensation and Memory (New York: Praeger, 1999). For a review of neuroimaging
studies on olfaction, see Christopher E Chabris and Jennifer M. Shepard, "The Cognitive
Neuroscience of Olfaction: A Selective Review," unpublished paper, Mind of the Market Lab-
oratory, Harvard Business School, July 1999.

13. David B. Pillemer, Momentous Events, Vivid Memories (Cambridge, MA: Harvard Uni-
versity Press, 1998), 50.

14. See, for example, Israel Rosenfield, The Invention of Memory: A New View of the Brain
(New York: Basic Books, 1988); and the same author's book, The Strange, Familiar, and Forgot-
ten: An Anatomy of Consciousness.

15. Schacter, Searching for Memory, 60.

16. Linda J. Levine et al., “Remembering Past Emotions: The Role of Current Appraisals,”
Cognition and Emotion 14, no. 4 (2001): 393-417 (New York: Knopf, 1992).

17. See Paul John Eakin, How Our Lives Become Stories: Making Selves (Ithaca, NY: Cornell
University Press, 1999); and Ian Stewart and Jack Cohen, Figments of Reality: The Evolution of
the Curious Mind (Cambridge, UK: Cambridge University Press, 1997). These two sources
offer two different approaches reaching the same conclusion about memory in partnership
with imagination. For a philosophical perspective reinforcing the idea of a partnership
between memory and imagination, see Alvin I. Goldman, Epistemology and Cognition (Cam-
bridge, MA: Harvard University Press, 1986).

18. Loftus and Ketchum, Myth of Repressed Memory; and Loftus, Eyewitness Testimony.

19. Kathryn A. Braun, “Post-Experience Effects on Consumer Memory,” Journal of Con-
sumer Research 25 (March 1999): 319-334.

20. Ibid.

21. Kathryn A. Braun, Rhiannon Ellis, and Elizabeth F Loftus, “Make My Memory: How
Advertising Can Change Our Memories of the Past,” Psychology & Marketing 19 January
2002): 1-23.

22. Schacter, The Seven Sins of Memory, 99.

23. Antonio Damasio, The Feeling of What Happens: Body and Emotion in the Making of
Consciousness (New York: Harcourt Brace, 2000).

24. Joseph P Forgas, "Mood and Judgment: The Affect Infusion Model (AIM),” Psycholog-
ical Bulletin 117, no. 1 (1995): 39-66.

Notes | 307

25. E G. Ashby, Alice M. Isen, and A. U. Turken, “A Neuropsychological Theory of Posi-
tive Affect and Its Influence on Cognition," Psychological Review 106 (1999): 529-550.

26. Angeli Y. Lee and Brian Sternthal, "The Effects of Positive Mood on Memory," Journal
of Consumer Research 26, no. 2 (September 1999): 115-127.

Chapter 9

1. Bob Snyder, Music and Memory: An Introduction (Cambridge, MA: MIT Press, 2000).

2. Roger C. Schank and R. P. Abelson, "Knowledge and Memory: The Real Story,"
Advances in Social Cognition 8 (1995): 33. See also Roger C. Schank, Tell Me a Story: A New
Looh at Real and Artificial Memory (New York: Scribners, 1990).

= 3. See Paul Connerton, How Societies Remember (Cambridge, UK: Cambridge University

Press, 1999).

4. Robert A. Wilson, “The Mind Beyond Itself," in Metarepresentations: A Multidiscipli-
nary Perspective, ed. Dan Sperber (Oxford, UK: Oxford University Press, 2000): 31-52.

5. Susan Engel, Context Is Everything: The Nature of Memory (New York: W. H. Freeman,
1999), 10.

6. Edward O. Wilson, Consilience: The Unity of Knowledge (New York: Random House,
1998).

7. Andy Clark, Being There: Putting Brain, Body, and World Together Again (Cambridge,
MA: MIT Press, 1997).

8. Paul Connerton, How Societies Remember (Cambridge, UK: Cambridge University
Press, 1999).

9. Paul Stoller, The Taste of Ethnographic Things: The Senses in Anthropology (Philadelphia,
PA: University of Pennsylvania Press, 1989); see also the several essays in David Howes, ed.,
The Varieties of Sensory Experience: A Sourcebook in the Anthropology of the Senses (Toronto,
Canada: University of Toronto Press, 1991). |

10. See the various essays on odor and memory in Frank R. Schab and Robert G. Crow-
der, eds., Memory for Odors (Mahwah, NJ: Lawrence Erlbaum, 1995).

11. M. Morrin and S. Ratneshwar, "The Impact of Ambient Scent on Evaluation, Atten-
tion, and Memory for Familiar and Unfamiliar Brands,” Journal of Business Research 49
(August 2000): 157-165.

12. See Constance Classen, Worlds of Sense: Exploring the Senses in History and Across Cul-
tures (New York: Routledge, 1993); and Constance Classen, The Color of Angels: Cosmology,
Gender and the Aesthetic Imagination (New York: Routledge, 1998).

13. Several essays that touch upon this can be found in Stephen McAdams and
Emmanuel Bigand, eds., Thinhing in Sound: The Cognitive Psychology of Human Audition
(Oxford, UK: Clarendon Press, 1993), especially the essay by Robert G. Crowder, “Auditory
Memory,” 113-145; and Bob Snyder, Music and Memory: An Introduction (Cambridge, MA:
MIT Press, 2000).

14. William Benzon, Beethoven's Anvil: Music in Mind and Culture (New York: Basic Books,
2001), especially 23-46; Kay Shelemay, Let Jasmine Rain Down (Chicago: University of
Chicago Press, 1998); and Kay Shelemay, Soundscapes: Exploring Music in a Changing World
(New York: W. W. Norton, 2001).

15. Shelemay, Soundscapes, 7.

16. Susanne Kuchler and Walter Melion, eds., Images of Memory: On Remembering and
Representation (Washington, DC: Smithsonian Institution Press, 1991), especially Adrienne L.
Kaeppler, “Memory and Knowledge in the Production of Dance,” 109-120.

17. Jonathan E. Schroeder, Visual Consumption (London: Routledge, 2002); and John
Grant, After Image: Mind-Altering Marketing (London: Harper Collins, 2002).

18. As discussed in the last chapter, some memories are simply false despite their very
real feeling. A well-known example is the *lost in the mall" experiment. People for whom it

308 | Notes

was established could never have been lost in a mall as a child had the memory of being lost
implanted by researchers. Each time the person was asked to describe the experience of being
lost in the mall as a child they added more detail such asa security guard buying them an ice
cream. The memory of being lost in the mall had great realism for participants.

19. "Consumer Fraud and Deception Among the Elderly" (report to the U.S. Administra-
tion on Aging, University of Pittsburgh Marketing Department, 1979).

20. Schank, Tell Me a Story; Robert Coles, The Call of Stories: Teaching and the Moral Imag-
ination (Boston, MA: Houghton Mifflin, 1989); Elaine Scarry, Dreaming by the Book (New York:
Farrar, Straus, Giroux, 1999).

21. See especially Daniel L. Schacter and Elaine Scarry, eds., Memory, Brain, and Belief
(Cambridge, MA: Harvard University Press, 2000); and Paul John Eakin, How Our Lives
Become Stories: Making Selves (Ithaca, NY: Cornell University Press, 1999).

22. Paul John Eakin, "Autobiography, Identity, and the Fictions of Memory," in Schacter
and Scarry, Memory, Brain and Belief, 290.

23. Donnel B. Stern, Unformulated Experience (Hillsdale, NJ: Analytic Press, 1997).

24. Ibid., 65.

25. Jerome Kagan, Surprise, Uncertainty, and Mental Structures (Cambridge, MA: Harvard
University Press, 2002).

26. See Antonio R. Damasio, "Thinking about Belief,” in Schacter and Scarry, Memory,
Brain and Belief, 325-333.

27. C. Moorman, Gerald Zaltman, and Rohit Deshpande, “Relationships between Pro-
viders and Users of Market Research: The Dynamics of Trust within and between Organiza-
tions,” Journal of Marketing Research 29 (August 1992): 314—328; and Vincent P. Barabba and
Gerald Zaltman, "guns the Voice of the Market (Boston: Harvard Business School Press,
1991).

28. Robert McKee, Story: Substance, Structure, Style, and the Principles of Screenwriting
(New York: Harper Collins, 1997), 25.

29. Howard Eichenbaum and J. Alexander Bodkin, "Belief and Knowledge as Forms of
Memory,” in Schacter and Scarry, Memory, Brain and Belief, 176—207, especially 204 for quote.

30. Jonathan H. Turner, On the Origins of Human Emotions: A Sociological Inquiry into the
Evolution of Human Effect (Stanford, CA: Stanford University Press, 2000); and Engel, Context
Is Everything.

31. Even jazz improvisation, the commonly given example of the totally novel, is
the product of a lifetime of preparation and multiple kinds of knowledge involving rigor-
ous musical thinking and constancy of personal style. See, for example, Paul E Berliner,
Thinhing in Jazz: The Infinite Art of Improvisation (Chicago, IL: University of Chicago Press,
1994).

32. Gerald Zaltman, Karen LeMasters, and Michael Heffring, Theory Construction in Mar-
keting: Some Thoughts on Thinking (New York: John Wiley, 1982); and Murray Davis, "Thats
Interesting! Towards a Phenomenology of Sociology and a Sociology of Phenomenology,” Phi-
losophy of the Social Sciences 4, no. 3 (1977): 103-117.

Chapter 10

l. See, for example, Margaret Mark and Carol S. Pearson, The Hero and the Outlaw:
Building Extraordinary Brands Through the Power of Archetype (New York: McGraw-Hill, 2001);
John Grant, After Image: Mind-Altering Marheting (London: Harper Collins, 2002).

2. Sidney J. Levy, "The Consumption of Stories," unpublished paper, University of Ari-
zona, Tuscon, October 2001.

3. See, for example, Susan Fournier, “Consumers and Their Brands: Developing Rela-
tionship Theory in Consumer Research,” Journal of Consumer Research 24 (March 1998):
343-373; and Susan Fournier and Seth M. Schulman, Maleiine to Peapod,” Case N9-502-
050 (Boston, MA: Harvard Business School, 2002).

Notes | 309

4. Wendy Gordon, Foreword in Giep Franzen and Margot Bouwman, The Mental World
of Brands: Mind, Memory and Brand Success (Oxfordshire, UK: World Advertising Research
Center, 2001), xiii. l

5. Quote provided by Larry Huston, vice president, Procter & Gamble, January 2002.

6. Robert W. Brockway, Myth: From the Ice Age to Mickey Mouse (Albany, NY: State Uni-
versity Press, 1994); and J. E Bierlein, Parallel Myths (New York: Ballantine Publishing Group,
1994). See also the classic work by Joseph Campbell with Bill Moyers, The Power of Myth
(New York: Doubleday, 1988).

7. Doris-Louise Haineault and Jean-Yves Roy, Unconscious for Sale: Advertising, Psycho-
analysis, and the Public (Minneapolis/London: University of Minnesota Press, 1993).

8. Elizabeth Hirschman, Heroes, Monsters, and Messiahs (Kansas City, MO: Andrews
McKeel Publishing, 2000).

9, For example, see Martin J. Gannon, Understanding Global Cultures: Metaphorical Jour-
neys Through 23 Nations, 2d ed. (Thousand Oaks, CA: Sage Publications, 2001) for a discus-
sion of twenty-three unique deep metaphors or archetypes capturing the common essence of
each of twenty-three countries.

10. Ibid. See also Terrence W. Deacon, The Symbolic Species: The Co-evolution of Language
and the Brain (New York: W. W. Nortons, 1997), especially chapter 10, 279-320.

11. Jack Zipes, ed., The Trials and Tribulations of Little Red Riding Hood, 2nd ed. (New
York: Routledge, 1993).

12. Anexcellent book on this topic is Franzen and Margot, The Mental World of Brands.

13. Ulric Neisser, “Five Kinds of Self-knowledge,” Philosophical Psychology 1 (1988):
35-59.

14. Deacon, The Symbolic Species.

Chapter 11

1. See, for example, the essays in Steven M. Smith, Thomas B. Ward, and Ronald A.
Finke, The Creative Cognition Approach (Cambridge, MA: MIT Press, 1997).

2. See also Arthur I. Miller, Insights of Genius: Imagery and Creativity in Science and Art
(Cambridge, MA: MIT Press, 2000) for a discussion of the role that visual imagery and
metaphor, processes inherent in everyone’ everyday thinking, play in scientific breakthroughs.

3. Edward O. Wilson, Consilience: The Unity of Knowledge (New York: Random House,
1999).

4. Max Bazerman, Judgment in Managerial Decision Making, 4th ed. (New York: John
Wiley, 1998).

5. Frank Close, Lucifers Legacy: The Meaning of Asymmetry (Oxford, UK: Oxford Uni-
versity Press, 2000); Michael Leyton, Symmetry, Causality, Mind (Cambridge, MA: MIT Press,
1992).

6. David A. Garvin, Learning in Action: A Guide to Putting the Learning Organization to
Work (Boston, MA: Harvard Business School Press, 2000), chapter 6, especially 211.

7, Ellen Dissanayke, Homo Aestheticus: Where Art Comes from and Why (Seattle, WA:
University of Washington Press, 1995); and Semir Zeki, Inner Vision: An Exploration of Art and
the Brain (Oxford, UK: Oxford University Press, 1999).

8. Edward McQuarrie, Customer Visits: Building a Better Market Focus, 2d ed. (Thousand
Oaks, CA: Sage Publications, 1998). See, for example, the essays in Steven M. Smith, Thomas
B. Ward, and Ronald A. Finke, eds., The Creative Cognition Approach (Cambridge, MA: MIT
Press, 1997).

Chapter 12

1. For a discussion of the limitations of questionnaires in understanding what people
think, see Jerome Kagan, Surprise, Uncertainty, and Mental Structures (Cambridge, MA: Har-
vard University Press, 2002), 181-188.

310 | Notes

2. Expert Forums are conducted by Olson Zaltman Associates. They involve bringing
together experts on a topic who are from different disciplines and a group of managers to
review the latest insights outside marketing that are relevant to a specific brand or product
issue faced by a company.

3. Antonio Damasio, The Feeling of What Happens: Body and Emotion in the Making of
Consciousness (New York: Harcourt, Brace, 1999) 83. Italics in original.

4. Robert Rosenthal, Experimenter Effects in Behavioral Research (New York: Irvington
Press, 1976); also Robert Rosenthal and Robert Rosnow, Essentials of Behavioral Research: `
Methods and Data Analysis (New York: McGraw-Hill, 1991).

Chapter 13 -

1. All information about the Titanic is taken from the proceedings of the U.S. Senate
Inquiry and the British Wreck Commissioners Inquiry. These are the most thorough and

accurate records of what transpired. They are available at http://www.titanicinquiry.org.
2. Ibid.

Abelson, R. P, 189
amygdala, 56, 222-225
archetypes
as core metaphors, 214, 217-221
- described, 213-214, 215
images, 216-217, 220
journey and transformation concepts,
218-219
mother as role model example, 220
patterns, 21 5-216
social memory and, 219
Argyris, Chris, 6, 7, 24
Avis, 256-258

backward framing, 181, 182
Barabba, Vincent, 23, 239, 260, 275
Bauer, Raymond, 127
Bazerman, Max, 243
behavior, consumer
constructs in consensus maps and,
141-144, 149-150, 151-154
emotions’ influences on, 8-9
managers’ reliance on observation,
129-131
partnership with thoughts, 151-1 32
response latency and, 114-116
Bodkin, J. Alexander, 204
Bogdan, Robert, 122
Brailsford, Tom, 144
brand meaning/building
brands as units of social consumption,
227-229
brand-specific question strategy,
268-269
Buick Flagship Experience, 201-205
the consumer and, 230-231
context and image interpretation and, 68
myths and, 227
response latency and, 116-117
storytelling and, 199-200, 211-213

. Braun-LaTour, Kathryn, 182, 190

Brown, Donald, 138

Carew, Jack, 232
characteristics versus character, 232
Chevrolet, 89-90
Clarke, Greg, 200
cloth/clothing in metaphors, 82-83
cognition
language and, 35
metaphor and, 38
cognitive unconsciousness
context and image interpretation, 67-68,
70-71
dominance of unconscious processing,
50-51
examples of, 53-55
high-level consciousness, 49-50
information addition phenomenon,
65-68
information subtraction phenomenon,
68-71
interaction between consumers and man-
agers, 59-60
managers' focus on conscious consumer
thought, 51-53
move from decision to action, 55-56
neurological foundation, 57
placebo effect, 60-63
priming, 64-65
processes behind, 57-59
Cole, Stephen, 93
conceptual self, 222
consciousness, 57-59
consensus maps
constructs, 132-136, 141-147,
149-150, 151-154
description and examples, 89, 144-147
human universals, 138-141, 148
importance to managers, 42

311

312 | Index

consensus maps (continued)
metaphor and, 89—92
neurological process behind storytelling,
223-225, 226
perception changes using. See reengi-
neering the mind of the market
reentrant mapping, 161—162, 163
reliance on behavior observation,
129-131
social settings and, 136-137
strategic questions for managers,
150-151
constructs in consensus maps
behavior and associations between,
141-144, 149-150, 151—154
described, 132-134, 147
dignity consensus map example,
144-147
marketers' use of, 134-136
shared, 161
consumer behavior. See behavior,
consumer
context
cognitive unconsciousness and, 70-71
image interpretation and, 67-68, 70-71
memory retrieval and, 175-177
mood and memory and, 177-179,
183-186 l
core metaphor identification
balance and indigestion example, 94-95
force and movement and help lines
example, 95-96
ideal company description example,
97-99
neurological foundation, 96
usefulness to companies, 96-97
Cox, Nancy, 252
creative thinking for marketing
professionals
breaking out of the box, 241, 242-243
challenges faced, 237
diverse fields study, 240-241
imaginative versus routine thought, 238
inhibitions to, 260—261
organizational environment importance,
238-240
principles. See principles of creative
thinking
CRM (customer relatiónship management)
197
cues and memory
customer experience example, 169-171
engrams, 168

role of sensory cues, 176-177
triggering, 180-181
customer-centricity `

characteristics, 21 ,

error categories in marketing, 15-20

goal of insightful consumer analysis, 20

imagination’ role in improving, 22-23

interdisciplinary approach need, 5-6,
23-24 :

managers' versus customers' data inter-
pretation, 4 -

marketing fallacies, 7—14

metaphor use, 24

mind of the market, 6, 30-32

customer experience management

Avis, 256-258
Buick, 201—203
General Motors, 250-252
University Hospital, 169-171
customer relationship management (CRM),
197
cycle of life and archetypal images, 216

Damasio, Antonio, 5—6, 40, 80, 276, 288
data. See also information collection;
research methods
definition, 275
frames of reference importance,
278-280
interpretation and discovery process,
280—282
managers’ interpretations of datas
meaning, 275-277
objectiveness versus subjectiveness of
numbers, 277—278
raw data, importance of, 151
Day, George S., 5-6
Deshpandé, Rohit, 7
Douglas, Iain, 131
Dowling, John, 65
Dunbar, Robin, 123

Eakin, Paul John, 199
ecological self, 221
Edelman, Gerald, 34, 50, 51, 76, 161
Eichenbaum, Howard, 204
embodied cognition, 79-80, 81-84
emotion
anatomy of, 9
influences on behavior, 8—9
partnership with reason, 38-40

perception of benefits of a product and,
18-19 . i
simultaneous functioning of reason and,
8-9
unconscious nature of, 10
encoding of memories, 174-175
Encoding Specificity Hypothesis, 175
Engel, Susan, 191
engrams, 167—168
episodic memory, 172
error categories in marketing
data quantity equals data quality,
16-18
focus on wrong elements of experience,
18-20
“knowing that" versus “knowing why,”
15-16
shallowness of questions asked, 19-20
Experience Engineering, 168
extended self, 221

family and community in metaphors, 84
focus groups. See surveys and focus groups
food/drink in metaphors, 82
Fournier, Susan, 211
framing and imagination, 181-182
framing of questions
allowing for surprises, 271-272
basing on product appeal or likely sales,
270-271
clairvoyants view, 273-274
considering generic experiences,
266-268
converting assumptions into questions,
_ 272-273
determining question specificity,
268-269
general versus specific, 269-270
wizards view, 274
functional magnetic resonance imaging
(fMRI), 117-118

Gage, Phineas, 8

games in metaphors, 81
General Motors, 250-252
goals and memory, 168, 171
Goatly, Andrew, 81

Gordon, Wendy, 211

Grant, John, 226, 228
Green, Glenda, 78

Griffin, Abbie, 124

Index | 313

Habib, Canan, 214

Haeckel, Stephan, 241, 253
Harrington, Anne, 30

Hartley, Jeffrey, 89, 249, 250
Haugeland, John, 50

Hauser, John R., 121, 124

hero myths, 215

Hice, Larry, 202, 203

Hobson, J. Allan, 51

human qualities in metaphors, 81
human universals, 138-141, 148
Huston, Larry, 212, 239
Hutchins, Betty, 132

icons as containers for stored memory,
195-196
imagination
creative thinking and, 238
memory framing and, 181-182
metaphor and, 38, 92
role in improving customer-centricity,
22-23
implementable validity, 24
implicit association test (LAT), 114
information collection. See also data;
research methods
information addition phenomenon, 65-68
information subtraction phenomenon,
68-71
metaphor use. See metaphor-elicitation
process
mismatch between consumer experience
and, 37
pro-reason bias in research, 39
surveys and focus groups, 10-11, 16-18,
73-16, 109-110, 121-124, 264-265
interpersonal self, 221
interviewing the mind
focus group criticisms, 121-124
ideal group number for interviews, 123
metaphor use. See metaphor
need for responsible use of information,
124-127
neuroimaging techniques, 118-121
research methods, 73-76
response latency, 112-117

Janesick, Valerie J., 122
Jarman, Mary, 253
Johnson, Mark, 38, 80

J. Walter Thompson, 239

314 | Index

Kagan, Jerome, 135
Ketchum, Katherine, 165
Kosslyn, Stephen, 119, 136

Lakoff, George, 80

language and cognition, 35
LeDoux, Joseph, 40

Levine, Linda, 180

Levy, Sidney J., 211

“Like a Rock” advertisement, 89-90
limbic pathway, 223

liquids in metaphors, 82

Little Red Riding Hood metaphor, 219
Loftus, Elizabeth F, 165

` Lowenstein, George, 9, 58

managers
common errors in research. See error
categories in marketing
consumer partnership of thoughts with
behavior and, 131-132 E
creative thinking and. See creative think-
ing for marketing professionals versus
customers' data interpretation, 4
focus on conscious consumer thought,
51-53 |
interpretations of datas meaning,
275-277
likelihood of influencing memory,
177-179
marketing fallacies, 7-14
memory considerations, 186-187
pitfalls of not challenging assumptions,
285-288
reliance on behavior observation,
129-131
re-presentation of events, 190, 198
role in creating memories for consumers,
166-167
strategic questions to ask, 150-151
unconscious interactions with con-
sumers, 59—60
maps. See consensus maps
marketing fallacies
assumption of independence of mind,
brain, body, and society, 11-12
consumers think in words, 13
consumers think rationally, 7-9
customers' minds can be written on,
13-14
exaggeration of consciousness' role, 9-11

memory accuracy, 12-13
theory-in-use versus espoused theory, 7
market segmentation
basis of, 152-154
constructs and, 137
Masini, Ron, 258
McComb, William, 131, 239, 254
McKee, Robert, 199 -
Mead, Margaret, 138
memory
considerations for marketers, 186—187
customer-experience management exam-
ple, 169-171
elements, 167-168, 171
explicit and implicit, 172-174
fallacies about accuracy of, 12-13
and the familiar, 205-207
fragility and power of, 42-43
gene-culture co-evolution and, 191-192
marketers likelihood of influencing,
177-179
marketers' role in creating for consumers,
166-167
as metaphor, 197—198
mood and, 183-186
nature of, 165-166
reconstruction of, 168, 169-171,
176-177, 180—183
re-presentation of past experience, 198
sense of self and, 221—223
social aspects of. See social memory
storage and retrieval, 175-179, 183-186
storytelling and, 189-190, 198-200,
201-203, 204-205, 207-210
thresholds of awareness and, 10
types, 171-172
mental models. See also consensus maps
metaphor and, 89-92
socially shared, 41-42
metaphor
ability to hide and reveal thoughts and
feelings, 78-79
ad effectiveness determination and, 226,
230
archetypes as, 214, 217-221
car advertisement example, 89-90
categories samples, 81-84
consensus maps, 89-92
consumer use example, 85-86
core metaphor identification, 94—99
effective use of, 24
elicitation process, 101, 102-108
109-110

embodied cognition and, 79-80, 81-84
forms, 77
imagination and, 38, 92
impact of, 76-77
managers use example, 86-88
memory as, 197-198
mental models and, 89-92
neural basis of, 37—38, 77, 96
product ideas from, 92-93
role in revealing insights, 41
smoke-neutralizing product example,
90-92
social constructions in, 84-85
storytelling and, 35, 209, 226, 230
use in understanding customers, 77
value-cues research, 88-89
metaphor-elicitation process
probing versus prompting, 107-109
technique example, 101, 102-108
trust and training of interviewer,
109-110
Miller, Arthur 1., 38
mind-brain-body-society paradigm
emotions partnership with reason,
38-40
gene-culture co-evolution and memory,
191-192
images and thought, 33-34
lack of awareness of unconscious mind,
40-41
marketing fallacies and, 11-12
memory’s power, 42-43
mental models, importance of, 41-42
metaphor as central to thought, 37-38
mind of the market and, 6, 30-32
neurological basis of integration, 27-29
nonverbal communication dominance,
36-37
reaction to emotional stimulus, 222-223
verbal language and thought, 34-35
mind of the market
basis of, 6, 30
influences of unconscious processes, 32
marketers and consumers reciprocal
influences, 31-32
perception changes. See reengineering
the mind of the market
social context, importance of, 30-31
money, in metaphors, 82
mood
explicit and implicit attitudes and, 117
memory and, 183-187
Morais, Robert, 121

Index | 315

movementiransfer in metaphors, 83
myths

brand meaning and, 227

types, 215-216

Neisser, Ulric, 221
neuroimaging techniques
benefits from use, 119-120
cautions for use, 121
fMRI, 117-118
neurology
foundation of metaphor, 96
foundation of unconscious mind/brain,
57
hippocampal system and image storage,
56
memory and, 167-168, 171, 181
metaphors and, 37-38, 77, 96
mood and memory, 184
placebo effect, 60-63
reaction to emotional stimulus, 222-223
simultaneous functioning of reason and
emotion, 8-9
storytelling process, 222-225, 226
thought basis on images, 33-34
nonverbal communication, 36-37
Nozick, Robert, 49

odor cues and memory, 194

Olson, Jerry, 226

Olson Zaltman Associates, 89, 226

organizational environment and creative
thinking, 238-240

paralanguage, 36-37

Pfeffer, Jeffrey, 7

phantom pain experiment, 62-63

Pinker, Stephen, 35

placebo effect, 60-63

places in metaphors, 84

plants/vegetables in metaphors, 81

Prager, Jeffrey, 166

priming
cognitive unconsciousness and, 64-65
mood and memory and, 184
response latency and, 113-114
unconscious memory and, 173

principles of creative thinking, 261
asking generic questions, 254-255,

256-258

316 | Index

principles of creative thinking (continued)
avoiding premature dismissal, 255, 258
considering irregularities, 245-246
courage of convictions, 253-254
favoring restlessness over contentment, -
243-245
integrating, 259-260
investigating accidental data, 246-247,
262
lessening commitments to particular
ideas, 252-253
outdating or breaking a current effort,
249-252
practicing cool passion, 253
viewing conclusions as beginnings,
247-249
— Prinz, Jesse J., 132
private self, 221
procedural memory, 172
purposes and memory, 168, 171
pyramid, marketer and consumer, 31

questioning strategy

data and answers, definitions of, 275

data interpretation and discovery
process, 280-282

frames of reference, importance of,
278-280 e

framing of questions, 266-274

interpretations of datas meaning,
275-277

objectiveness versus subjectiveness of
numbers, 277-278

point of view, importance of, 265

research methods and, 264-265,

282-283

Ramachandran, V. S., 62
reading the mind of the market. See consen-
sus maps
reconstruction of memory
false memories through suggestion,
182-183
imagination and framing, 181-182
triggering cues and goals, 168, 169-171,
176-177, 180-181
reengineering the mind of the market
attitudes toward financial goals example,
158-162
changing perceptions example, 156-157
considerations for managers, 155

religion in metaphors, 84-85
research methods. See also data; information
. collection
construct use, 134-136
interviews, 123
issues missed, 74—75
limiting aspects of, 75-76
questioning strategy and, 264-265,
282-283 !
surveys and focus groups, 10-11, 16-18,
73-76, 109-110, 121—124, 264—265
traditional techniques, 73-74
response latency
description and purpose, 112
implicit association test, 114
implicit association with brands,
116-117
implicit attitudes as behavior predictors,
114-116
priming, 113-114
rituals and rites as containers for stored
. memory, 195
Rosenthal, Robert, 278
Rosnow, Ralph, 278
Rubin, Herbert, 122
Rubin, Irene, 122

Scalea, Rob, 240
Schacter, Daniel, 165, 180
Schaeffer, Wini, 78
Schank, Roger C., 189
Searle, John R., 50
seasonal myths, 215
semantic memory, 172
sensory cues
customer experience example, 169-171
engrams, 168
role in memory, 176—177, 194-195
triggering, 180-181
Shelemay, Kay, 194
Smith, Christine, 248
social memory '
containers for stored memory, 192-193
described, 191
icons, 195-196
power and origin of, 196-197
relation to CRM, 197
rituals and rites, 195
sensory cues, 194-195
social norms, 193-194
unity of internal and external memory,
193

social norms and stored memory, 193-194
sound cues and memory, 194-195
sports/play in metaphors, 85
statistical significance and data interpreta-
tion, 277-278
stereotypes, 214
Stimson, Drake, 24, 137
stimuli and memory, 168, 180-181
storage and retrieval of memory
elements affecting recall, 176
encoding, 174-175
journey of memory, 178-179

mood and context, effects of, 177-179, -

183-186
retrieval process, 175-177
storytelling
archetypes, 213-214, 216-221
brand meaning and, 199-200, 211-213
illustrative brand stories, 201-203, 231,
232-233
implications for advertising plans, 230
marketer's re-presentation of events, 190
memory and, 189-190, 198-200,
201-203, 204-205, 207-210
metaphor use, 209, 226, 230
neurological process behind storytelling,
222-225, 226
sense of self and, 221—222
storytelling and memory
association between, 189-190, 207-210
belief versus knowledge, 198-199, 204
brand meaning and, 199-200
brand positioning example, 201-203
consumers' simultaneous analysis of
information, 204-205
Summers, Robert, 132
surveys and focus groups
criticisms of, 121—122
disadvantages to use, 264-265
error of data quantity equals data quality,
16-18
failures of, 10-11
limitations of, 123-124

Index | 2317

research methods, 73-76
trust and training of interviewer,
109-110
Sutton, Robert, 7

Taylor, Steven, 122

theory-in-use versus espoused theory, 7
Thistleton, Anne, 178

Titanic Effect, 285-288

Tomasello, Michael, 28

Tononi, Giulio, 50, 51, 76

Turner, Jonathan H., 34

Turner, Joseph, 39

unconscious thought. See cognitive uncon-
sciousness

understanding the mind of the market. See
cognitive unconsciousness, consensus
maps; interviewing the mind; mem-
ory; metaphor

Uttal, William, 121

Value-Cues Research program, 88-89
vehicles/vessels in metaphors, 83
verbal language versus thought, 34-35
vision in metaphors, 83
visual perception

context and image interpretation and,

70-71

cues that infer a story example, 65-68

voice-pitch analysis, 36-37

walking/running in metaphors, 82
war/fighting images in metaphors, 81
weather in metaphors, 83

Wegner, Daniel, 52

Whorf, Benjamin, 138

Wilson, E. O., 191, 240

Wirthlin, Richard, 150

Acknowledgments

I have always had the good fortune of working with thought leaders in
academia and in the world of practice. The writing of this book has
profited tremendously from this experience.

This book has benefited from critical reviews by numerous people,

many of whom were subjected to multiple manuscript drafts. In alpha-
betical order, they include: Chris Argyris (Harvard Business School and
Monitor Company); Vincent P. Barabba (General Motors); Marco Bertini
. (Harvard University); Maya Bourdeau (Olson Zaltman Associates);
Thomas Brailsford (Hallmark); Mary Caravella (Harvard University);
‘Lewis Carbone (Experience Engineering); John Carew (Carew Consult-
ing, Inc.); Eugene Caruso (Harvard University); Clayton Christensen
(Harvard University); Stephen Cole (Deployed Solutions, Inc.); Nancy
Cox (Hallmark); Suzy Goan (Experience Engineering); Stephan Haeckel
(IBM); Nicholas Hahn (Capital Markets Company); Jeffrey Hartley
(General Motors); Larry A. Huston (P&G); Joseph Lassiter (Harvard
University); Fred Mast (Harvard University); Nancy Puccinelli (Emerson
College); Kash Rangan (Harvard University); Malcolm Salter (Harvard
University); Robert Scalea (J. Walter Thompson); Elena Siyanko (Capi-
tal Markets Company); Robert Summers (Summers Communications);
Anne Thistleton (Thistleton Consulting); Tuba Ustuner (Harvard Uni-
versity); Luc Wathieu (Harvard University); Andrea Wojnicki (Harvard
University); Steven Wright (Wright Solutions); Lindsay Zaltman (Olson
Zaltman Associates); and Jeffrey Zaltman (Ford Motor Company). Three
anonymous reviewers also helped shape the content of this book.

Many ideas in this book have benefited from extensive discussions
with other thoughtful, sharp-minded people, including (in alphabetical
order) Margarita Bahri-Keeton (P&G); Carliss Baldwin (Harvard Univer-
sity); Rita Bartczak (Thomson Marketing Resources); Alex Biel (Biel

319

320 | Acknowledgments

Consulting); Kathryn Braun-LaTour (Marketing Memories), Robin |
Coulter (University of Connecticut); John Deighton (Harvard Univer-
sity); Rohit Deshpandé (Harvard University); lain Douglas (Gallo
Wines); Susan Fournier (Harvard University); Steve Greenspan (Active
Communication Technology); Diane Harper (General Mills); Anne Har-
rington (Harvard University); David Garvin (Harvard University); David
Hurvitz (Olson Zaltman Associates); Stephen M. Kosslyn (Harvard Uni-
versity); Roland Kulen (Story Development Studio); Dorothy Leonard
(Harvard University); Tom Long (Coca-Cola Company); William
McComb (McNeil Consumer Healthcare); Silke Muenster (Coca-Cola
' Company); Jerry Olson (Olson Zaltman Associates); Djordjija Petkoski
(the World Bank); Bianca Philippe (Story Development Studio);
Leonora Polansky (P&G); Kay Kaufman Shelemay (Harvard University);
Howard Stevenson (Harvard University); Drake Stimson (P&G); John
Sviokla (Diamond Cluster); arid Robert Worden (Eastman Kodak).
Many other executives from Alta Vista, American Century, the Coca-
Cola Company, Eastman Kodak, General Mills, General Motors, Hall-
mark, and Johnson & Johnson influenced my thinking during Mind of
the Market Laboratory Advisory Council programs, where many of the
books ideas were explored. The folks mentioned above from Harvard
University span a diverse set of disciplines and departments within the
university.

The task of helping me make complex and unfamiliar ideas more
readable without compromising accuracy fell to Corey Hajim and Lynn
Maloney, both former students in my Customer Behavior Laboratory, and
especially Laurie Armstrong Johnson. Corey had a major impact on the
first draft of this book, while Laurie had an especially significant impact
on the last draft. Lynn contributed in a number of ways in between. Oth-
ers have played an important role in shepherding the manuscript during
the writing process. I want to thank Bonnie Murray, Margo McCool, and
Al Lemieux, whose talents and patience seem inexhaustible.

Beyond her invaluable contributions as an insightful, clear-eyed,
constructive reader, Kirsten Sandberg of the Harvard Business School
Press was instrumental in my finally starting the book and in bringing it
to conclusion. She has been a delight to work with, and a very special
set of thanks goes out to her.

Acknowledgments | 321

At an institutional level, my experience at the Harvard Business
School has been particularly stimulating under the leadership of two
deans, John McArthur and Kim Clark, and the school’s research direc-
tors, E Warren McFarlan, Dwight Crane, Teresa Amabile, and Krishna
Palepu. All have helped make the Harvard Business School unique in
encouraging faculty to develop the broad cognitive peripheral vision
necessary for discovery.
| My colleagues in the Marketing Unit have influenced many ideas in

this book. Their occasional puzzled looks, questions, frank criticisms,
and encouragement kept me busy refining and clarifying my ideas. The
environment in the Marketing Unit, particularly under the leadership of
its recent chair, Professor Kash Rangan, is a special and fun place to
work. Professor Rangan believes work should be enjoyable, clearly evi-
denced in his research and teaching, and he goes out of his way to make
it so for colleagues. I have been one of those fortunate colleagues.

& us

E gs Rie d QT
Tib n

pepe N pani ba eg a! m

RW "Lan > gum

Pa har derisum
[e Bat ira Pia Bla n
ON

—M T
Sf, apa n m qum.
à it rR

` Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration
„at the Harvard Business School and a member of Harvard University’s
Mind, Brain, and Behavior Interfaculty Initiative. Prior to joining the
Harvard faculty, he held professorships at Northwestern University and
the University of Pittsburgh. He is also a partner in the research and con-
sulting firm Olson Zaltman Associates.

Zaltman is the author or coauthor of fourteen books and the editor or
coeditor of twelve books. He has published widely in major professional
journals, contributed chapters to numerous books, and is a frequent pre-
senter at national conferences. He is a current or past member of the edi-
torial boards of numerous journals in marketing and the social sciences
and is a past president of the Association for Consumer Research.

Zaltman has been cited in various surveys of the American Market-
ing Association as one of the top five scholars in marketing and one
whose work is among the most frequently cited in the marketing litera-
ture. He is the recipient of several major awards and honors conferred
by various professional associations.

Zaltman holds an A.B. from Bates College, an M.B.A. from the Uni-
versity of Chicago, and a Ph.D. in sociology from the Johns Hopkins

University.

323

B.C.U. "M. EMINESCU" IAS!

Marketing

"If you read this book carefully and actively, then you will never approach
the disciplines of consumer behavior or market intelligence the same way again.’

—ANIL MENON, Vice President, Worldwide Market Intelligence &
Brand Strategy, IBM Corporation

"This book is an enlightening convergence of business theory, case study
analysis, brain science, and human nature. Zaltman is to be commended
for his vision and creativity. His work in marketing innovation is

| the most significant to come along in some time.”

—ROBERT S. SCALEA, Chief Strategy Officer, J. Walter Thompson, North

America

"How Customers Think moves easily among the data: stores of brain
science to make a powerfully compelling case that the world of marketing
research cannot afford to ignore. Zaltman lucidly plucks some of the most

m intriguing and profound insights from our knowledge explosion today.”

—KENNETH S. Kosik, M.D., Professor of Neurology and
Neuroscience, Harvard Medical School

“Finally, a practical perspective on marketing that answers the question,

"Why haven't our approaches been working all these years?' How Customers Think
clearly articulates why focus groups and traditional customer surveys fail to deliver
competitive advantage. While the book delineates the significant limits of our
‘legacy techniques,’ it provides an equally clear action plan for delivering bankable-
insights. These ideas will turn marketing and research on its heels.”

— WiLLIAM L. MCCOMB, President, McNeil Consumer & Specialty Pharmaceuticals

“The insight that companies need multidisciplinary science to fully

comprehend and act upon customer behavior should factor heavily into any business
leader's strategic planning process. This more holistic approach opens new and
superior avenues to create competitive advantages in the never-ending fight for

the customer's loyalty. Zaltman's book is invaluable to any CEO

or marketing professional devoted to excellence.”

—Lars PETTERSSON, President and Chief Executive Officer, Sandvik AB

HARVARD BUSINESS SCHOOL PRESS
60 HARVARD WAY l
BOSTON, MA 02163
www. HBS Press.org

ISBN 1-57851-826-1 `

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